Innovación digital y su relación con la inclusión de clientes, Banco Pacífico

Objective: This study analyzed digital innovation and its relationship with the inclusion of Banco Pacífico customers in Santo Domingo, Ecuador, to determine if technological transformation increased the number of users of the financial entity. Methodology: A qualitative and quantitative approach was used, with an emphasis on the qualitative. It was a non-experimental and cross-sectional study, aimed at finding correlations. Inductive, deductive, and analytical-synthetic methods were applied. The population consisted of 85,416 clients registered in the institutional CRM database, from which a sample of 382 participants was obtained through simple random probability sampling, to whom a personal survey with a structured questionnaire was administered. Results: It was identified that the predominant age group of users was between 45 and 54 years old, 52% expressed a regular understanding of smartphones, 71% found access to digital services difficult or challenging, and a low level of knowledge about the bank's technological platform was evident. 97% of the respondents expressed interest in receiving training on digital banking, revealing that the technological infrastructure was not being utilized efficiently. Conclusions: The digital innovation of Banco Pacífico did not show a significant correlation with the increase in customer inclusion, particularly among users over 45 years old, who faced greater usability barriers. The need to create digital literacy programs and simplify interfaces was demonstrated to improve the use of technology, ensure cybersecurity, and reduce generational differences in access to digital financial services.