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- Title
Auditoría estratégica de marketing como vigilancia tecnológica en la industria de tarjeta de crédito.
- Authors
García Carvajal, Santiago; Acuña Barrantes, Henry
- Abstract
Objective: to propose an intelligent mechanism of anticipation of the sensory adaptation of the consumer that notices the risk of credit card cancellation by virtue of the observable changes in the outgoing variables reported by the financial superintendency in Colombia, and the relationship between participation and relative share of the banks in the industry, to stimulate the differential threshold in the market of perfect competition of credit cards and intervene on the product's life cycle. Method: complexity paradigm incorporating aspects of primary and secondary research, abnormal data matrix and non-parametric statistics. Results: it was found that there is an explanatory model to simulate the cancellation behavior of cancelled cards in Colombia on the participation and relative share of each bank in the industry. Conclusions: the monitoring of public information variables on credit cards warns of changes in the industry and risks of increasing the bank's write-off portfolio. The use of artificial intelligence to develop anticipatory mechanisms based on historical information is fundamental to "feel and respond" to market changes and risks with the use of the product.
- Publication
Desarrollo Gerencial, 2020, Vol 12, Issue 1, p1
- ISSN
2145-5147
- Publication type
Academic Journal
- DOI
10.17081/dege.12.1.3569