Abstract

NORABUENA MENDOZA, Cesar; HUAMAN OSORIO, Antonio  and  RAMIREZ ASIS, Edwin. MODELO DE ECUACIONES ESTRUCTURALES (CON ESTIMACIÓN PLS). BASADO EN CALIDAD DE SERVICIO Y LEALTAD DEL CLIENTE DE LAS CAJAS RURALES PERUANAS. Cienc. adm. [online]. 2021, n.18, pp.3-14. ISSN 0009-6784.  http://dx.doi.org/https://doi.org/10.24215/23143738e081.

The main objective of the research was to analyse service quality and investigate its influence on customer loyalty in the Peruvian microfinance sector. The survey technique used involved collecting data from 385 clients through a questionnaire, using simple random sampling. The methodology was carried out using structural equation models (SEM) and the technique of partial least squares (PLS) analysis was chosen to evaluate the theoretical model using the Smart PLS 3.3.2 software. The finding revealed that the estimates obtained for the model significantly impact customer loyalty in rural savings and credit banks. The coefficient of determination for customer loyalty was r2 = 0.750 with a mean square error approximation (SRMR) of 0.063 that makes the confirmatory model relevant. In addition, the results of this study will be useful for bank managers and cashiers to improve their service quality policies. It is recommended to extend this study to other developing countries, since it was contextualised in the reality of the Peruvian financial system.

Keywords : microfinance; Smart PLS; latent variable.

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