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2023
- handle: 10670/1.etbk2r
- 1669-7634
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http://www.redalyc.org/revista.oa
Revista Científica "Visión de Futuro"
Mots-clés
Administración y Contabilidad Outsourcing Customer loyalty Internal marketing Quality of serviceCiter ce document
Morelia Magaly Barra Solano et al., « OUTSOURCING AS A PRODUCTION MODEL AND CUSTOMER LOYALTY OF A FINANCIAL COMPANY », Revista Científica "Visión de Futuro", ID : 10670/1.etbk2r
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Résumé
Companies in the globalized world use outsourcing as a production model, opting for subcontracting from companies specialized in different areas of work. In this context, the objective of this study is to determine the relationship between outsourcing as a productive model and customer loyalty of a financial company, for which the type of applied research and descriptive-correlational design were used. The survey questionnaire was applied to collect data on the variables and dimensions. Results, it was found that the relationship between outsourcing and Customer loyalty in a financial company is considerable, with a correlation coefficient τ = 0.628 and p = 0.000, the analysis between the flexibility and information dimensions was moderate τ = 0.412 and p = 0.000, between cost savings and moderate internal marketing τ = 0.487 and p = 0.000, and between professionalism and considerable communication τ = 0.535 and p = 0.000, between quality of service and considerable customer experience τ = 0.696 and p=0.000. With these results it is concluded that outsourcing as a productive model of the company is moderately related to customer loyalty. Therefore, the financial institution must externalize the specific responsibility to specialized external companies.