Resumo

BARRA SOLANO, Morelia Magaly et al. Outsourcing como modelo productivo y fidelización de clientes de una empresa financiera. Vis. futuro [online]. 2023, vol.27, n.2, pp.130-152. ISSN 1668-8708.  http://dx.doi.org/https://doi.org/10.36995/j.visiondefuturo.2023.27.02.004.es.

Companies in the globalized world use outsourcing as a production model, opting for subcontracting from companies specialized in different areas of work. In this context, the objective of this study is to determine the relationship between outsourcing as a productive model and customer loyalty of a financial company, for which the type of applied research and descriptive-correlational design were used. The survey questionnaire was applied to collect data on the variables and dimensions. Results, it was found that the relationship between outsourcing and Customer loyalty in a financial company is considerable, with a correlation coefficient τ = 0.628 and p = 0.000, the analysis between the flexibility and information dimensions was moderate τ = 0.412 and p = 0.000, between cost savings and moderate internal marketing τ = 0.487 and p = 0.000, and between professionalism and considerable communication τ = 0.535 and p = 0.000, between quality of service and considerable customer experience τ = 0.696 and p=0.000. With these results it is concluded that outsourcing as a productive model of the company is moderately related to customer loyalty. Therefore, the financial institution must externalize the specific responsibility to specialized external companies.

Palavras-chave : Outsourcing; Customer loyalty; Internal marketing; Quality of service.

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