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

INTRODUCTION

The digital revolution has generated significant changes in consumer behavior and in their expectations toward financial institutions worldwide. Technology has facilitated interaction between customers and banks, allowing service to be more direct and personalized. However, this brings a challenge: ensuring that digital services are aligned with the individual needs and desires of each customer. Digital personalization has gained relevance as a crucial tool for maintaining and improving customer retention.(1)

Toloba (2) mentions that facing the challenge of finding a balance between personalization, privacy, and security is a challenge of monumental proportions for financial institutions globally. These entities must ensure that the pursuit of personalization does not endanger customers' privacy or the integrity of their data. The connection between digital personalization and customer retention is an undeniable fact worldwide (3,4,5,6,7,8,9).

According to one recent international study, 75 % of consumers in several countries consider that a personalized experience is essential for their banking satisfaction. The reason is evident: a tailored experience can make customers feel appreciated, understood, and more inclined to continue using banking services.(10,11,12,13,14,15) However, it is crucial to keep in mind that, according to data provided by a leading cybersecurity organization, 68 % of consumers worldwide stated that they would switch banks immediately if their personal data were compromised due to poor information management. Therefore, proper data management becomes a fundamental pillar, since an error in this aspect could generate distrust and, as a result, a significant decrease in customer retention globally.(3)

With regard to digital development, Latin America is at an intermediate level with an index of 49.92 on a scale from 0 to 100.(16,17,18) This places it above the region of Africa, which has an index of 35.05, and Asia-Pacific, with an index of 49.16. However, Latin America shows a lag compared with Eastern Europe, which has an index of 52.90, as well as with Western Europe and North America, which have much higher indices of 71.06 and 80.85, respectively. Latin America, as part of the emerging economies, experiences moderate growth in terms of digitalization compared with other regions of the developed world.(4)

In Peru, the financial environment has undergone a significant transformation in recent years, in which the banking sector has followed the path of digitalization to adapt to an increasingly interconnected market. Although this technological transition has expanded access to banking services for numerous Peruvian citizens, it has also underscored the need to provide more personalized attention. National financial institutions, seeking to differentiate themselves in a competitive market, have begun to invest in digital personalization tools and strategies.(5)

Within the context of Tarapoto, banking entities face a duality characteristic of a growing city. There is a growing demand for digital financial services, in line with global and national trends.(19,20,21,22) Conversely, the local idiosyncrasy and cultural particularities may influence the perception of personalization. It is here that a crucial relationship is identified between the provision of personalized digital services and customer loyalty. A system that fails to adapt to the specific needs of the Tarapoto user could be perceived as alien or impersonal. Connectivity, infrastructure, and digital financial education problems in Tarapoto may be factors that hinder effective personalization.(23,24,25,26,27,28) Although a deficiency in personalization or low retention cannot be explicitly asserted, it is evident that inadequate adaptation can have consequences for customer perception and satisfaction. It is essential that banks in Tarapoto understand and adapt to the particularities of their clientele. If these challenges are not addressed, the banking sector could not only lose customers, but also the opportunity to strengthen ties with the community and contribute to the city's economic development. In this context, it is imperative that banking entities invest in understanding the needs and expectations of their customers in order to offer a service that is not only digital and personalized, but also contextualized and relevant.(29,30,31,32,33,34,35)

What is the relationship between digital personalization and customer retention in Multiple Banking in Tarapoto, period 2022?

METHODS

Research context

The San Martín Region is located in the northern sector of Peru, bordering to the north with the regions of Amazonas and Loreto, to the east with Colombia, to the south with Huánuco, and to the west with La Libertad. Due to its location, it occupies a key place in the Peruvian Amazon, standing out for its broad biodiversity and its relevance for environmental protection and sustainable progress in the national Amazonian area. San Martín is located in the northern zone of Peru, in the heart of the Amazon rainforest. It lies between the coordinates 5° 37' and 8° 45' south latitude, and 75° 54' and 77° 27' west longitude. It borders to the north with Amazonas and Loreto, to the east with Colombia, to the south with Huánuco, and to the west with La Libertad. Thanks to its location in the heart of the Amazon, it is characterized by its rich biological diversity and plays a crucial role in the protection of the jungle and its surrounding ecosystems.

Sample

In other words, as indicated by Condori (10), the sample is a group of people who share the same general characteristics as the total population and that serves as a significant representation of that population. In this specific research study, the sample is composed of 384 customers of multiple banking in Tarapoto, the formula that was applied for the calculation of the sample is detailed below:

Where:

n: sample

Z: Z value at 95 % confidence (1,96)

q: odds of failure

p: proportion of probability of success (0,50)

e: maximum error of the estimator (0,05)

RESULTS

General result

Before the Pearson correlation was performed, a data normality test was conducted, which indicated a normal distribution of the data; therefore, the corresponding parametric test was applied.

Table 2. General correlation test

		Customer retention
Digital personalization	C. Pearson	0.741**
[empty cell]	Sig.	0,000

Interpretation

Regarding the general objective, the Pearson correlation test was applied to measure the relationship between the study variables. Likewise, a relationship between the variables was indeed identified, with a value of 0.741, and it was also significant, with a value of 0.000. Therefore, the research hypothesis was accepted, which states the existence of a significant relationship between digital personalization and customer retention.

Specific result 1

Table 3. Descriptive analysis of digital personalization

Rating	Range from	Up to	Freq.	%
Deficient	27	62	210	55
Regular	63	98	126	33
Efficient	99	135	48	13
Total	[empty cell]	[empty cell]	384	100

Interpretation

The table shows the behavior of the digital personalization variable, where it is observed that 55% of customers stated that it is at a deficient level, 33% at a regular level, and only 13% at an efficient level.

Specific result 2

Table 4. Descriptive analysis of customer retention

Rating	Range from	Up to	Freq.	%
Low	27	62	238	62
Regular	63	98	98	26
High	99	135	48	13
Total	[empty cell]	[empty cell]	384	100

Interpretation

The table shows that 62% of customers mentioned that they are at a low level regarding customer retention, 26% at a regular level, and only 13% at a high level.

Specific result 3

Figure 8. Correlation between content customization and customer retention

		Customer retention
Content customization	C. Pearson	0.689**
[empty cell]	Sig.	0.000

Interpretation

To determine the relationship between the content customization dimension and the customer retention variable, a significant relationship is observed between them, which allows specific research hypothesis 3 to be accepted, since the correlation value is 0.689.

Specific result 4

		Customer retention
Device adaptation	C. Pearson	0.663**
[empty cell]	Sig.	0,000

Interpretation

The table shows that, according to the correlation analysis performed, there is a significant relationship between the device adaptation dimension and the customer retention variable, with a value of 0.663; therefore, specific hypothesis 4 is accepted.

Specific result 5

		Customer retention
Intelligent interaction	C. Pearson	0.853**
[empty cell]	Sig.	0,000

Interpretation

It is very important to point out that when performing the correlation analysis between the intelligent interaction dimension and the customer retention variable, it is observed that there is a significant relationship with a value of 0.853, thus accepting specific hypothesis 5.

DISCUSSION

It is important to note that the concept of digital personalization is subject to the author Vargas (5), who mentions that digital personalization attempts to establish a link between the company and the customer. Essentially, this strategy aspires to view people as individual beings, rather than mere consumers represented by an economic figure. Furthermore, it is the process of adapting a user's online experience based on their behaviors, preferences, interests, and demographic data through advanced technologies and algorithms; digital platforms and services can offer content, advertising, products, and recommendations specific to each individual user.(36,37,38,39,40,41,42)

When comparing the results of the variable's behavior, it is observed that it is at a deficient level, and when these are compared with Coloma (11), he states that the findings reveal that most participants have a bank account or two at different institutions. Likewise, 96 % have a mobile phone with internet connection and 92 % have used online banking services. These data suggest that Ecuador has a favorable environment for introducing a fully digital bank.(43,44,45,46,47,48,49) A large part of the population is already familiar with online banking services and has internet access. Although only 57 % are willing to use a bank without physical offices, this figure is likely to increase if a social media campaign is launched that highlights the security and reliability of the service.(50,51,52,53,54,55,56)

Likewise, regarding the customer retention variable, the concept refers to the business strategy focused on retaining customers who are already using a company's products or services instead of losing them to competitors or other alternatives. This entails implementing actions and policies aimed at building lasting relationships with existing customers, fostering their loyalty, and ensuring that they continue to purchase the company's products or services on an ongoing basis.(12) Regarding the results of this variable, it is observed that it is at a low level, and these results, when compared with Chávez et al.(13), mention that the data suggest that the work of supervisors is not viewed favorably by customers due to problems such as lack of inventory and inattention. Supervisors, being the direct responsible parties, should address these issues. In summary, the proposed marketing approach seeks to ensure adequate inventory to satisfy the customer and prevent them from turning to the competition. It is relevant to add that this project is feasible because it promises to be profitable and sustainable, with an investment recovery in the following three years after its implementation.(57,58,59,60,61,62,63)

Regarding the analysis of the behavior of the relationships between the dimensions of the digital personalization variable and the customer retention variable, it is observed that the intelligent interaction dimension obtained the highest correlation index, and when these results were compared with Suarez (14), the hypothesis test results, using Spearman's Rho, indicated a correlation coefficient of 0,481 and a Sig. (Bilateral) = 0,001 for the general hypothesis, which leads to rejecting the null hypothesis and accepting the alternative. For the first three specific hypotheses, the correlation coefficients were 0,452, 0,484, and 0,570, respectively, all with a Sig. (Bilateral) = 0,000, resulting in the rejection of the null hypotheses and acceptance of the alternatives. For the last specific hypothesis, the coefficient was 0,407 with a Sig. (Bilateral) = 0,000, which also confirmed the rejection of the null hypothesis and acceptance of the alternative. In conclusion, a relationship between loyalty strategies and customer retention is evidenced.(64,65,66,67,68,69,70)

Likewise, Pérez (15), the findings revealed that the typical profile of a digital banking user is a young person, since this population adapts more rapidly to technological innovations. In summary, through adequate financial education, people can appropriately use the digital tools that banks provide, thus favoring effective financial inclusion, especially when digital banking in Peru is on the rise.(71,72,73,74,75)

Lastly, Lodeiros (16) aimed to explore the connection between service quality in digital banking platforms, the level of user satisfaction, and their brand engagement behavior (CEB). An empirical analysis was carried out with users of these platforms. Through data analysis, descriptive statistics were obtained and Spearman's correlation was determined among the aforementioned variables. This inquiry provides insight into the preferences of users of different banking platforms in Latin America. Moreover, it reveals that not all platforms have the same relevance for users and confirms a strong relationship among user satisfaction, digital service quality, and CEB. Finally, it became evident that banking customers often use several digital platforms simultaneously, highlighting the need to comprehensively analyze the service quality of all the digital tools that a bank provides (76,77,78).

CONCLUSIONS

After applying the correlation analysis, it is observed 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, since it is essential for brands to distinguish themselves from others, because a strategy to achieve this is by personalizing the products and services they offer, which establishes an emotional bond between the customer and the brand.

Regarding the behavior of the digital personalization variable, it is shown that it is at a deficient level because the variable does not cover various fields, from product recommendation in e-commerce to content adaptation on social media, transforming the way companies relate to their audiences in the digital era.

At the same time, regarding the results of the customer retention variable, it is observed that it is at a low level, because there is no high customer retention, since this reduces the costs of acquiring new customers and increases long-term revenues. Therefore, retention is key to the profitability and sustained growth of any institution or company.

Regarding the result of measuring the correlation between the content customization dimension, it was possible to identify that there is a significant relationship between the dimension and the customer retention variable; this means that the better the content customization, the better the customer retention.

Likewise, regarding the relationship of the device adaptation dimension, it is demonstrated that there is indeed a significant relationship with the customer retention variable; this demonstrates that the better multiple banking customers adapt to the device, the better customer retention will be.

Lastly, regarding the results of the intelligent interaction dimension, it is observed that there is a significant relationship with the customer retention variable; this demonstrates that the better the intelligent interaction of customers of multiple banking in Tarapoto, the better the customer acquisition.

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