Transformación del servicio al cliente en el sector bancario mediante chatbots y asistentes virtuales basados en inteligencia artificial: efectividad, implementación y mejores prácticas para mejorar la experiencia del consumidor
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Date
2025-06-05
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
Esta investigación tiene como objetivo principal analizar la evolución del servicio al cliente en el sector bancario a través de la adopción de chatbots y asistentes virtuales como herramientas destinadas a mejorar y automatizar los servicios ofrecidos por las instituciones financieras. Para abordar esta cuestión, se ha implementado un enfoque de investigación mixta que combina métodos cualitativos y cuantitativos, adoptando un enfoque no experimental con un diseño transversal simple. Las principales herramientas de investigación empleada s en este estudio incluyen encuestas dirigidas a usuarios de instituciones bancarias y entrevistas en profundidad realizadas a profesionales encargados de la medición y gestión de chatb ots en entidades bancarias con sede en Tegucigalpa. Los resultados de esta investigación se han sido analizados en profundidad con el propósito de evaluar la efectividad y la implementación de dichos sistemas. Además, se ha recabado la opinión de los usuarios sobre la eficacia de estos sistemas en la mejora de la experiencia del consumidor en el contexto bancario.
The main objective of this research is to analyze the evolution of customer service in the banking sector through the adoption of chatbots and virtual assistants as tools aimed at improving and automating the services offered by financial institutions. To address this issue, a mixed research approach has been implemented, combining qualitative and quantitative methods, adopting a non-experimental approach with a simple cross-sectional design. The primary research tools used in this study include surveys conducted with users of banking institutions and in-depth interviews conducted with professionals responsible for the measurement and management of chatbots in banking entities based in Tegucigalpa. The results of this research have been thoroughly analyzed with the purpose of assessing the effectiveness and implementation of these systems. Furthermore, user opinions regarding the efficiency of these systems in enhancing the consumer experience in the banking context have been gathered.
The main objective of this research is to analyze the evolution of customer service in the banking sector through the adoption of chatbots and virtual assistants as tools aimed at improving and automating the services offered by financial institutions. To address this issue, a mixed research approach has been implemented, combining qualitative and quantitative methods, adopting a non-experimental approach with a simple cross-sectional design. The primary research tools used in this study include surveys conducted with users of banking institutions and in-depth interviews conducted with professionals responsible for the measurement and management of chatbots in banking entities based in Tegucigalpa. The results of this research have been thoroughly analyzed with the purpose of assessing the effectiveness and implementation of these systems. Furthermore, user opinions regarding the efficiency of these systems in enhancing the consumer experience in the banking context have been gathered.
Keywords
Servicio al Cliente, Chatbots, Asistent Virtual