Relationship between digital personalization in services and customer retention in the Tarapoto Multiple Bank, period 2022

Abstract

Digital personalization has revolutionized how companies interact with customers. This change ranges from internal processes to user experiences. Customer retention, driven by digital personalization, has become essential to success as consumer expectations evolve alongside technology. Therefore, the main objective of this study in 2022 is to investigate the relationship between digital personalization in services and customer retention in multiple banking in Tarapoto. In methodological terms, this study is based on an applied approach, uses quantitative methods, focuses on correlation and follows a non-experimental design subject to the help of two questionnaires to measure the variables in a sample of 384 clients of the Commercial Bank of Tarapoto. Regarding the main result, it is observed after the application of the correlation analysis that there is a significant relationship between the digital personalization variable and customer retention, this demonstrates the great importance of digital personalization, because it plays a crucial role in the contemporary world. It is essential for brands to distinguish themselves from others, because one strategy to achieve this is by personalizing the products and services they provide, which establishes an emotional bond between the customer and the brand. In conclusion, regarding the behavior of the digital personalization variable, it is shown that it is at a poor level due to the fact that the variable does not cover various fields, from product recommendation in electronic commerce to the adaptation of content on social networks. transforming the way companies relate to their audiences in the digital age. At the same time, regarding the results of the customer retention variable, it is observed that it is at a low level, this is due to the fact that there is no high customer retention since it reduces the costs of acquiring new customers and increases revenues. long term. Therefore, retention is key to the profitability and sustained growth of any institution or company.