Bibliographic citations
Guillen, L., Sanchez, S. (2020). La relación entre el marketing boca a boca y la adopción de la banca móvil en millennials de 25 a 30 años que residen en la zona 7 de Lima Metropolitana (Miraflores, San Isidro, San Borja, Surco, La Molina [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/657599
Guillen, L., Sanchez, S. La relación entre el marketing boca a boca y la adopción de la banca móvil en millennials de 25 a 30 años que residen en la zona 7 de Lima Metropolitana (Miraflores, San Isidro, San Borja, Surco, La Molina [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/657599
@misc{renati/397315,
title = "La relación entre el marketing boca a boca y la adopción de la banca móvil en millennials de 25 a 30 años que residen en la zona 7 de Lima Metropolitana (Miraflores, San Isidro, San Borja, Surco, La Molina",
author = "Sanchez Montoya, Sebastian Alonso",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
The digital banking channel that has grown the most in recent years is mobile banking, with an average increase of 114% per year. However, it is still a developing channel with great potential. Mobile banking penetration in 2019 was just 12% (Asbanc, 2019). On the other hand, consumers find themselves in an environment saturated by advertising, where all brands offer the best product. In the face of such saturation, it is difficult to identify which promises of value are true. It is then that the experience and testimony of other consumers becomes more relevant. Ratings websites, review videos, and influencers are examples of how brands are migrating toward more truthful and trustworthy communication from independent sources. Even more so in the case of the Millennial generation who make their purchases influenced by recommendations from family and friends or through reviews seen online (Ipsos, 2018). That is why this research aims to determine if word of mouth marketing is related to the adoption of mobile banking in mobile banking users aged 25 to 30 years who reside in Zone 7 of Metropolitan Lima (Miraflores, San Isidro, San Borja, Surco, La Molina), for this the correlation between word of mouth and mobile banking adoption variables such as perceived ease of use, perceived utility, social norm, trust, attitude and intention to use was measured.
This item is licensed under a Creative Commons License