The Perception of Technological Innovation in Services and a Customer Loyalty: an analysis of the banking sector
DOI:
https://doi.org/10.51359/1679-1827.2021.252630Keywords:
Perception of innovation, Technological innovation in services, Customer loyalty, BanksAbstract
This paper aims to investigate the factors that affect the perception of innovation in banking service, and consequently influence the customer loyalty process. For this purpose, a structural equation modeling was used based on 348 questionnaires applied to users of banking services, and the results show that the core of the service, the technology of the service and the management practices considered for a positive perception of innovation, as well as a possible innovative perception favors the loyalty of customers to the organization. These results are useful for the evolution of policies for continuous improvement in services and processes that are adequate to the needs of customers that enable the addition of value. This research contributes to the advancement of the literature on technological innovation in services and opens the possibility of exploring the role of innovation in customer loyalty in the most varied branches of the service sector, to present specific characteristics of different segments.
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