Los usos digitales como motor de crecimiento en clientes fans en la banca. Los casos de España y País Vasco

Elena Alfaro
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Elena Alfaro: Doctora en Marketing por la Universidad Complutense de Madrid Fundadora de FANScinology y CEO de EMO Insights International

EKONOMIAZ. Revista vasca de Economía, 2020, vol. 98, issue 03, 323-349

Abstract: What does the future hold for business growth? Will it involve digitisation, technology, social welfare, services, etc? Companies are exploring many different avenues in search of the key. But the truth is that we live in a society that is constantly changing, where digitisation holds centre stage and where events seem to indicate a recession. This makes it even more important to hit on the right strategy. The path to sustainable growth need to be mapped out urgently. It has to take in mind an inarguable fact that emotions are an innate part of the human beings who make up organisations. This article seeks to analyse how the use of digital technology helps to secure emotional bonds between people, in this case bank customers in the Basque Country and the rest of Spain, and helps to identify opportunities for the future by generating fans. International studies indicate that emotional bonds give rise to financial value. Taking into account also the fact that the decisions of human beings are guided by their emotions, it can be concluded that there is an opportunity to transform businesses emotionally as a pathway to growth.

Keywords: España; País Vasco; banca de particulares; emociones; fans; recomendaciones; usos digitales (search for similar items in EconPapers)
JEL-codes: D12 G21 (search for similar items in EconPapers)
Date: 2020
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