La gestión de la innovación en la atención al cliente de créditos por libranza en el Banco Popular de Cúcuta
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Fecha
2025
Autores
Bautista Parra, Eva Carolina
Gonzalez Rangel, Andrea Carolina
Ibarra Caceres, Elix Aleida
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
La presente investigación tuvo como objetivo analizar la gestión de la innovación en la atención al cliente de créditos por libranza en el Banco Popular de Cúcuta. Se
identificaron las innovaciones implementadas en los procesos, tecnologías y estrategias organizacionales, clasificándolas según su impacto en la eficiencia operativa y en la percepción de la calidad del servicio por parte de los clientes.
Asimismo, se determinaron las áreas de mejora a través de un cuestionario aplicado a 84 usuarios del servicio, utilizando una escala tipo Likert.
Los resultados revelaron que, si bien una parte significativa de los clientes reconoce avances en la simplificación de procesos y el uso de tecnologías digitales, la percepción de mejora no es homogénea. Persisten barreras en la usabilidad de plataformas tecnológicas, así como opiniones divididas sobre la efectividad de los canales de atención y la personalización del servicio. También, se identificaron oportunidades de mejora en la integración de herramientas digitales y en los mecanismos de retroalimentación con los clientes. Se concluye que la innovación ha generado impactos positivos, pero su gestión requiere un enfoque más integral, centrado en el usuario, con estrategias claras de
comunicación, capacitación y evaluación continua. Se recomienda fortalecer la cultura de innovación organizacional, optimizar los procesos internos y mejorar la
interacción con los clientes para consolidar la transformación digital y la calidad del servicio.
This research aimed to analyze the management of innovation in customer service for payroll-deductible loans at Banco Popular in Cúcuta, Colombia. The study identified current innovations implemented in processes, digital technologies, and organizational practices, classifying them based on their impact on operational efficiency and customer perception of service quality. Furthermore, areas for improvement were determined through a Likert-scale survey conducted with 84 users of the payroll loan service. The results revealed that while a significant portion of clients recognizes progress in process simplification and digitalization, perceptions of improvement are not uniform. Barriers remain in the usability of digital platforms, and opinions are divided regarding the effectiveness of service channels and the personalization of customer care. Opportunities for improvement were also identified in the integration of digital tools and feedback mechanisms. The study concludes that innovation has produced positive effects; however, its management requires a more comprehensive, user-centered approach supported by clear communication strategies, continuous training, and performance evaluation. It is recommended to strengthen the culture of innovation within the organization, optimize internal procedures, and enhance customer interaction to consolidate digital transformation and improve service quality in a sustainable manner
This research aimed to analyze the management of innovation in customer service for payroll-deductible loans at Banco Popular in Cúcuta, Colombia. The study identified current innovations implemented in processes, digital technologies, and organizational practices, classifying them based on their impact on operational efficiency and customer perception of service quality. Furthermore, areas for improvement were determined through a Likert-scale survey conducted with 84 users of the payroll loan service. The results revealed that while a significant portion of clients recognizes progress in process simplification and digitalization, perceptions of improvement are not uniform. Barriers remain in the usability of digital platforms, and opinions are divided regarding the effectiveness of service channels and the personalization of customer care. Opportunities for improvement were also identified in the integration of digital tools and feedback mechanisms. The study concludes that innovation has produced positive effects; however, its management requires a more comprehensive, user-centered approach supported by clear communication strategies, continuous training, and performance evaluation. It is recommended to strengthen the culture of innovation within the organization, optimize internal procedures, and enhance customer interaction to consolidate digital transformation and improve service quality in a sustainable manner
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Palabras clave
Innovación, Atención al cliente, Créditos por libranza, Transformación digital, Servicios financieros
