Abstract:

Technology has been the best ally for the financial sector because it allows the development of new processes to build user loyalty. The objective of this systematic review was to determine what has been written in the scientific literature on user loyalty through technological means in the financial sector within the years 2018 - 2023. On the other hand, this review was conducted under the PRISMA method strategy, the databases used were: Scopus, Science Direct, ProQuest and Dialnet, from which 25 scientific articles were systematized and it was obtained as a result that the banking sector has greater adaptability in technological functions to build user loyalty, unlike cooperatives and savings banks that use the same method but at a slower pace, it was also identified that technological tools facilitate the task of knowing the customer and thus achieve satisfaction, such as advertising in social networks, the incorporation of easily accessible applications, chatbots and mainly the registration of their data in the cloud; Finally, it is evident that digitalization has positioned itself positively in the financial sector. It is concluded by confirming the influence of technological strategies on customer loyalty in the banking sector, technological tools are being modernized according to the characteristics of the markets.