Estrategias de comunicación para la adopción de servicios de banca por internet en el sector financiero de la provincia de Tungurahua

Abstract

The present investigation is of great importance since currently doing any on-line process is appropriate but many of the people are unaware of the internet services provided by the bank in its virtual platform and its Mobile App and do not take advantage of it to optimize it´s In the meantime, the problem is identified so that users of the financial sector adopt Internet banking services through communication strategies where the main objective is to determine how communication strategies impact the adoption of Internet banking services in the Internet. financial sector of the province of Tungurahua, which had a qualitative approach, updated bibliography, degree works, scientific articles, etc. was used, from there a questionnaire of 12 well-structured questions was born, which were validated by the Alpha statistical method of Cronbach, later through a survey the information was collected 17 managers of the banking institutions of the city of Ambato, and an analysis and interpretation of the responses was carried out, which indicates results of how the use of banking services on the Internet will contribute positively, hence the social network strategy that It will contain the following steps: raise the theme of the strategy, target audience, objective of the strategy, selection of technological tools, development of the activity, publication schedule and monitoring through metrics, so it is validated by the iadov method that measures customer satisfaction in regards to the implementation of the strategy in social networks that is instagram and facebook.