Jorge Matute Vallejo

Las asociaciones de la imagen como determinantes de la satisfacción en el sector bancario español

Abstract This paper analyses the influence that image associations have in the perceptions and satisfaction with the Spanish bank industry. For that, the role of location, personnel, social responsibility and perceived price fairness as determinants of global impression and satisfaction with the entity is examined. Moreover, it also studies if socio-demographic variables and the fact that the client is customer of a traditional or saving bank moderate the relationships. To fill these aims, structural equation modeling is employed with a sample of 300 clients of the Spanish banking industry. Results show different paths of influence of the associations over the satisfaction. Besides, differences among segments are found, what highlights the importance of offering differentiate services in this market.

Aprender jugando: la utilización de simuladores empresariales en el aula universitaria

espanolLos avances tecnologicos han permitido que la educacion tambien evolucione introduciendo herramientas pedagogicas innovadoras que mejoran la experiencia de aprendizaje para los individuos. Una de estas herramientas para el aprendizaje activo y experiencial es el uso de juegos de simulacion empresarial. Estas nuevas herramientas pedagogicas permiten mejorar la motivacion, autonomia y control del estudiante en su proceso de aprendizaje. Este estudio pretende analizar el exito en la implantacion de una asignatura basada en un juego de simulacion empresarial mediante el estudio de la experiencia de aprendizaje del estudiante a traves de dicho juego. Para ello, el trabajo persigue identificar aquellos factores que pueden contribuir a que dicha experiencia de aprendizaje sea satisfactoria para los alumnos. En concreto, se analiza el papel que pueden jugar las emociones, la personalidad del individuo, las condiciones facilitadoras, la actitud y la intencion futura de uso del juego de simulacion empresarial. Los resultados ponen de manifiesto que el apoyo recibido por parte del profesorado, la diversion del estudiante y un alto nivel de entusiasmo experimentado con el juego de simulacion contribuiran de forma especialmente positiva a la opinion de los estudiantes sobre esta herramienta pedagogica innovadora. EnglishIn recent years, technological advances have paved the way for advances in education through the deployment of innovative teaching tools designed to improve the learning experience. Such active, experiential teaching/learning tools include business simulation games which aim to boost motivation, autonomous learning and learner-centered control of the learning process. The present study provides an analysis of the implantation of a college-level course designed around a business simulation game—with a special focus on the learning process as experienced by the learners themselves. To this end, the paper seeks to identify those factors which have a positive impact on the learning experience and contribute to learner satisfaction. More specifically, learner personality traits and attitude, the role emotions may play, facilitative learning conditions and learners’ intention to use business simulation games again in the future are analyzed. Our findings demonstrate that support from teachers, a high degree of learner motivation and perceived fun will have a particularly positive impact on the opinion learners hold of this innovative teaching/learning tool.