Entendiendo la experiencia de servicio de la industria bancaria: Una aproximación desde la minería de datos
Resumen
El propósito de la presente investigación es indagar en la Experiencia de Servicio (EdS) bancaria usando minería de texto, con el fin de proponer mejoras de gestión en base a la perspectiva del cliente. Los datos fueron proporcionados por un banco de Chile y contienen información estructurada y no estructurada en formato texto, recolectada a través de una encuesta Net Promoter Score (NPS). La metodología empleada para procesar dicha data, corresponde al modelo estándar de 6 pasos Cross Industry Standard Process for Data Mining (CRISP-DM) (Chapman et al., 2000). Se aplica un marco de análisis para procesar los datos de retroalimentación del cliente, los cuales combinan los trabajos previos realizados por Ordenes et al., (2014); McColl-Kennedy et al., (2019) llamado ARC (actividades, recursos y contexto) ampliado porque incluye, además, las interacciones y rol del cliente. Esta investigación busca aportar con evidencia empírica en relación a la aplicación del modelo ARC en un dominio distinto, la banca, lo cual contribuiría a determinar factores clave que ayudarían a mejorar la gestión en términos de (1) puntos de contacto, (2) elementos de creación de valor, (3) emociones, (4) respuestas cognitivas, (5) intención de fuga.Palabras clave:
Minería de texto, Experiencia de servicio, Recorrido del cliente, Intención de fuga, Puntos de contacto, Actividades, Recursos, ContextoReferencias
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