Customer engagement in the co-creation of value: a look at financial institutions of Guayaquil
DOI:
https://doi.org/10.18779/csye.v7i1.619Keywords:
commitment, co-creation of value, customerAbstract
In Ecuador, financial institutions are increasingly
competitive and develop in a changing environment,
which is why they need to set new challenges and
present their clients with a portfolio of diversified
products and services compared to other entities in
the sector. The objective of the investigation was to
determine the incidence that the client’s commitment
has in the co-creation of value of financial services in
the banking institutions of Guayaquil. The research
approach was quantitative and correlational in scope,
characterized by being an exploratory and confirmatory
factor analysis; the technique for data collection was
the survey; The instrument used was the questionnaire
carried out on the QuestionPro virtual platform.
The population under study were the inhabitants of
Guayaquil who correspond to ages between 15 and 55
years, in which a convenience sample of 395 people
was determined, with a confidence level of 95% and
with a margin of error of 5%. For the processing of
the data, the SPSS software was used, in addition,
Cronbach’s Alpha was applied to determine the
reliability regarding the dimensions accompanied by
their correlations, and LISREL to verify the feasibility
of the model and to verify the following hypothesis.
The results of the investigation determined that the
H1 hypothesis is approved, that is, that the client’s
commitment does have a positive effect on the cocreation
of value in financial services in the banking
institutions of Guayaquil. platform. The population under study was 60% of 2.654.433 inhabitants in the city of Guayaquil who correspond to ages between 15 and 55 years. In order to carry out an analysis with a greater degree of effectiveness, a convenience sample of 395 people was determined, with a confidence level of 95% and a margin of error of 5%. For the data processing, the SPSS software was used, applying Cronbach's Alpha to determine the reliability regarding the dimensions accompanied by their correlations, and LISREL to verify the feasibility of the model and to verify the following hypothesis. The results of the investigation determined that the H1 hypothesis is approved, that is, that the client's commitment does have a positive effect on the co-creation of value in financial services in the banking institutions of Guayaquil.
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