Lealtad bancaria y la medida del riesgo de abandono de los clientes de las entidades financieras

  • Juan Lara Rubio Universidad de Granada
  • Francisco José Liébana Cabanillas Universidad de Granada
  • Myriam Martínez Fiestas Universidad de Granada
Keywords: loyalty; satisfaction; confidence; drop-out risk; logit; banking, lealtad, satisfacción, confianza, riesgo de abandono, logit, banca

Abstract

In the last decade financial markets haves shown a great transformation that has failed to reduce the high rate of existing banking even the current financial crisis. This high level of competition means that financial institutions are concerned about the loyalty of their customers to maintain or increase market share and profitability. In this paper we propose a statistical model that measures the risk of customer dropping out of a Spanish financial institution, and this is a widely method for the financial sector in general. The risk depend son socio-demographic, economic and, most importantly, the levels of satisfaction and customer confidence with the bank. Research shows that the proposed model can help institutions to know which customers have a greater risk of dropping out to establish, and some recommendations for their loyalty.

Downloads

Download data is not yet available.

Author Biographies

Juan Lara Rubio, Universidad de Granada

Profesor del Departamento de Economía Financiera y Contabilidad de la Universidad de Granada.

Francisco José Liébana Cabanillas, Universidad de Granada

Profesor del Departamento de Comercialización e Investigación de Mercados de la Universidad de Granada.

Myriam Martínez Fiestas, Universidad de Granada

Profesora del Departamento de Comercialización e Investigación de Mercados de la Universidad de Granada.

Published
2013-06-21
How to Cite
Lara Rubio, J., Liébana Cabanillas, F. J., & Martínez Fiestas, M. (2013). Lealtad bancaria y la medida del riesgo de abandono de los clientes de las entidades financieras. Harvard Deusto Business Research, 2(1), 67-87. https://doi.org/10.3926/hdbr.17
Section
Articles