El papel de la reputación, el boca-oreja, la confinaza y la incertidumbre en la contratación de un banco

• Autores: Ana María de Obesso Grijalvo, Sonia San Martín Gutiérrez, Nadia Huitzilin Jiménez Torres
• Localización: Investigaciones europeas de dirección y economía de la empresa, ISSN 1135-2523, Vol. 18, Nº 3, 2012, págs. 190-199
• Idioma: español
• DOI: 10.1016/j.iedee.2012.05.006
• Enlaces
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• Dialnet Métricas: 1 Cita
• Resumen

  • ¿Qué factores influyen en los consumidores cuando tiene que elegir un banco con el que contratar en situaciones de información asimétrica? Es una situación en que la empresa normalmente posee más información que los consumidores, lo que les genera incertidumbre ante un posible comportamiento empresarial oportunista. Para reducirla, el consumidor puede recurrir, por un lado, a señales que envía el propio banco al mercado, como su reputación, y por otro lado, a la búsqueda de información más informal, la comunicación boca-oreja (WOM) positiva de conocidos para generar o aumentar su confianza y, a través de esta, desarrollar una intención de contratar con un banco y no con otros. Las relaciones entre esas variables se testaron con una muestra de 155 usuarios de banca cuando aún no habían trabajado con un determinado banco. Los resultados indican la importancia de la reputación del banco y la información positiva recibida de prescriptores para generar confianza, pero con diferencias en función del grado de incertidumbre ex ante percibida, que modera esas relaciones.

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