La Incidencia Del Estado De La Satisfacción Del Cliente De La Banca De Personas Ante El Riesgo Reputacional En Una Institución Bancaria De Tegucigalpa.

Abstract

Customer satisfaction is an important element for any institution that offers products, especially in the financial sector, where trust is essential and with it, reputation with customers. For this reason, the need arises to determine if the state of customer satisfaction of the personal banking of the Bank of Central America of Honduras in Tegucigalpa affects the reputational risk perceived by the customer. Due to the level of competition in the financial market, institutions strive to improve customer service every day, recognize the elements that cause displeasure, taking measures that effectively solve the perceived dissatisfaction, so that they do not affect the bond through customer loyalty. Such analysis focused on personal banking customers, using quantitative methodology through the survey technique for collecting information, in order to know the customer's context regarding satisfaction and reputation. The present investigation provided information regarding the correlation of customer satisfaction of the Financial Institution in the personal banking portfolio through reputational risk. The different expectations, needs, feelings and perceptions on the part of the clients were analyzed. In order to improve the level of customer satisfaction, I get as a result the design of a strategy which improves the perception of satisfaction with reputational risk. Strengthening relevant changes in customer service to reduce levels of nonconformity.