Incidencia de la confiabilidad de las plataformas bancarias sobre la percepción del servicio actual en los usuarios del Valle de Aburrá

Abstract

This study analyzes the impact of the reliability of digital banking platforms on users’ perception of service in the Aburrá Valley. In a context of increasing digitalization of banking services, digital channels have become essential means of customer interaction; however, technical failures and security issues can adversely affect users’ trust and their assessment of the service. The objective, therefore, is to determine the extent to which reliability influences that perception. The research adopts a mixed-methods methodological approach with an exploratory scope and a cross-sectional, non-experimental design. A structured survey was administered to 396 active users of digital banking platforms in the Aburrá Valley to measure perceptions of reliability, ease of use, security, availability, and customer service received; using these data, a descriptive statistical analysis was conducted to explore significant relationships among variables. The results show that 94.9% of respondents consider digital services important in their daily lives, while 75.5% report high levels of satisfaction. A positive correlation was identified between perceived reliability and overall satisfaction, confirming that technical stability and security are key factors. It is concluded that a favorable perception of reliability increases the willingness to use digital channels as the primary means of banking interaction. Nevertheless, technical and security incidents, although infrequent, have a significant negative impact, underscoring the need to strengthen technological infrastructure and support systems.