Las plataformas virtuales y la satisfacción de los socios de las cooperativas de ahorro y crédito en La Troncal

Abstract

This study aimed to analyze the relationships among the components of digital services—usability, efficiency, security, and digital customer service—and the level of satisfaction among credit union members in the La Troncal canton. The study employed a quantitative approach, using a non-experimental design with a descriptive-correlational scope. To collect data, a structured survey was administered to 60 members, using a Likert scale to assess their perceptions of the virtual platforms and their level of satisfaction. The results show a positive relationship between digital service factors and member satisfaction, as measured by Pearson’s correlation coefficient (r = 0.68), indicating a moderate positive correlation. In this regard, digital customer service stands out as the factor with the greatest impact, followed by efficiency, usability, and security. In addition, satisfaction levels were mostly moderate to high, although areas for improvement were identified regarding technical support, response times, and trust in the platforms. The results show that the quality of digital services directly impacts member satisfaction. Consequently, strengthening virtual platforms is a key factor. Likewise, implementing strategies to optimize the member experience, increase trust, and promote the use of digital channels is recommended.