Análisis estratégico de la percepción de los clientes sobre la digitalización de los procesos bancarios en Scotiabank Colpatria.

Abstract

This research analyzes Scotiabank Colpatria customers’ perceptions regarding the digitalization of banking processes, within a context where digital transformation has become a strategic axis for the competitiveness of the financial sector. Through the application of surveys, the main factors influencing the acceptance and use of digital platforms were identified, such as knowledge level, trust, accessibility, age, gender, and income. Findings reveal that although more than 55% of customers perceive banking applications as functional and useful, 35% express dissatisfaction, highlighting the need to strengthen usability and guidance aspects. Likewise, 48.1% of respondents reported a low level of knowledge in managing banking applications, confirming the existence of an internal digital divide, particularly among users over 42 years old and those with lower income levels. The analysis of sociodemographic variables showed significant differences in digital adoption: while younger customers and women display greater readiness and knowledge, older adults and low-income clients demand more support and training. These findings validate theoretical models such as TAM and UTAUT, which emphasize perceived usefulness and facilitating conditions as determinants of technological acceptance. In conclusion, the study highlights the importance of differentiated strategies that integrate technological innovation, digital education, and accessibility, ensuring that banking digitalization becomes inclusive, trustworthy, and sustainable.