Analysis of the determinants of the perceived quality service provided by credit union: An application based on models of structural equations

The market of financial institutions becomes increasingly competitive in Chile, therefore these institutions have great interest in having a defined portfolio of clients, which means retain and attract their customers ensuring their profitability and sustainability. An aged portfolio can cause the failure of the institution, so the efforts should focus on targeting many of the actions towards young audiences. The research aims to identifying the factors that determine the quality perceived by young clients of a credit union, to understand how they produce satisfaction and loyalty to a particular financial institution. In order to achieve this goal, this investigation presents a theoretical framework that relates different items and underlying factors, confirming these through the methodology of structural equations. The obtained results show that the most influential components in perceived quality and corporate image are the human factors and also show that satisfaction is largely explained by the perceived quality of service provided by the credit union analyzed. Thus, the work seeks to add value both from the academic point of view for the management of financial institutions, through the development of a relational theoretical framework and through the identification of the determinants of the perceived quality service provided by a credit union.