Sistematización de los procesos de acceso al portafolio de servicios del banco BBVA como generadora de valor para sus clientes

Abstract

The main objective of this study is to evaluate the level of perceived added value that BBVA bank customers attribute to the digitalization of access processes to its service portfolio. The research stems from the problem that high investment in technology does not guarantee a positive customer experience. To address this issue, a mixed-methods approach will be employed, combining quantitative surveys to measure satisfaction and the perception of key variables (security, accessibility, responsiveness, support strategies, cost impact), with qualitative interviews that will deeply explore user experiences. The main expected result is to conclude that while the convenience of digital channels is highly valued, the overall perception of value is significantly moderated by trust in the system's security and the effectiveness of support strategies. This work provides an actionable diagnosis for optimizing the entity's digital strategy.