PERCEPTIONS OF CUSTOMER´S SATISFACTION IN FINANCIAL INSTITUTIONS: EVIDENCE AT PUEBLA, MEXICO, LAS PERCEPCIONES DE LA SATISFACCION DEL CLIENTE EN LAS ENTIDADES FINANCIERAS: EVIDENCIA DE PUEBLA, MEXICO

Hector Hugo Perez Villarreal, Mario Alberto Lagunes Perez, Sofia Elba Vazquez Herrera and Jesus Igor Heberto Barahona Torres

Revista Internacional Administracion & Finanzas, 2015, vol. 8, issue 6, 29-38

Abstract: The goal of this paper is to identify market segments in financial institutions providers in the metropolitan area of Puebla. Then, we examine customer’s perception of the service per segment. Furthermore, we analyze the user profile per segment and its financial institution. Some 385 clients of 5 banks with the highest level of assets in Mexico were interviewed. The analysis shows the existence of various profiles with different levels of perception about the services. The results revels a particular distinctive in each market segment. The data clearly illustrates the need for implementing strategies of satisfaction by the banks of the metropolitan area of Puebla.

Keywords: Segmentation; Satisfaction; Financial Institutions (search for similar items in EconPapers)
JEL-codes: G10 M30 M31 M39 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:ibf:riafin:v:8:y:2015:i:6:p:29-38

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