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

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Abstract (2. Language): 
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.
Abstract (Original Language): 
Durante la última década, los sistemas financieros nacionales han sufrido una profunda transformación que no ha conseguido reducir la importante tasa de bancarización existente a pesar de la crisis financiera actual. Este elevado nivel de competencia obliga a las entidades financieras a velar por la lealtad de sus clientes para mantener o incrementar su cuota de mercado y su rentabilidad. En el presente trabajo se propone un modelo estadístico que mide el riesgo de abandono de los clientes de una institución financiera española a través de un método generalizado para el sector financiero, en general. El riesgo depende de factores sociodemográficos, económicos y, fundamentalmente, del grado de satisfacción y confianza de los clientes con la entidad de crédito. La investigación muestra que el modelo propuesto puede ayudar a las instituciones a conocer qué clientes tienen un mayor riesgo de abandono para establecer, así, una serie de recomendaciones que tiendan a su fidelización.



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