La Aplicación De Estrategias De Marketing 5.0 Para El Posicionamiento De La Banca Comercial Del Sistema Financiero De Honduras, Año 2021.

Abstract

The purpose of this research is to analyze the relationship between the application of 5.0 marketing strategies by commercial banks in Honduras and their position in the financial sector for the year 2021. The different tools used are described by means of which the positioning occurs. The perception of users regarding the use of technological services available by banks is measured. This is quantitative research, with a non-experimental design, where an instrument was applied with the objective of collecting evidence that allows a greater understanding of the study phenomenon. The instrument was analyzed, and subsequently the surveys were conducted on 384 users who answered the questionnaire for the year 2021. The results reflect a considerable and positive impact of the tools on the positioning of the bank. The institutions of the banking system express extensive use of this type of tools and users perceive a positive impact that simplifies and speeds up their procedures. According to the results obtained, the Pearson coefficient is 0.662, indicating that there is a medium-high positive correlation between the variables marketing strategies 5.0 and the positioning of the commercial banks of the Honduran national financial system for the year 2021. Therefore, 𝐻0 hypothesis of no significant correlation is rejected. Based on the evidence found, this thesis affirms that marketing strategies 5.0 are an important factor for the positioning of commercial banking.