<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1994-3733</journal-id>
<journal-title><![CDATA[Revista Perspectivas]]></journal-title>
<abbrev-journal-title><![CDATA[Perspectivas]]></abbrev-journal-title>
<issn>1994-3733</issn>
<publisher>
<publisher-name><![CDATA[Universidad Católica Boliviana San Pablo, Unidad Académica Regional Cochabamba]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1994-37332022000100097</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Efecto de la Experiencia del Cliente en la Equidad de Marca en la Banca Digital]]></article-title>
<article-title xml:lang="en"><![CDATA[Effect of Customer Experience on Brand Equity in Digital Banking]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Aldunate Lipa]]></surname>
<given-names><![CDATA[Danitza]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Goyzueta Rivera]]></surname>
<given-names><![CDATA[Samuel Israel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Mayor de San Simón Posgrado Facultad de Ciencias Económicas ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Bolivia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Privada del Valle Departamento Académico de Ciencias Empresariales ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Bolivia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>05</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>05</month>
<year>2022</year>
</pub-date>
<numero>49</numero>
<fpage>97</fpage>
<lpage>128</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_arttext&amp;pid=S1994-37332022000100097&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_abstract&amp;pid=S1994-37332022000100097&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_pdf&amp;pid=S1994-37332022000100097&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Entender la experiencia del consumidor y su relación con la experiencia de marca nunca ha sido tan importante. En este trabajo se analiza esta relación que guarda el UX, CX y BX respecto al servicio de la banca digital en el departamento de Cochabamba - Bolivia. El propósito del presente trabajo es brindar las variables que tienen impacto en la experiencia del cliente en cuanto al uso la banca digital en nuestro medio, con el fin de observar su impacto en las marcas de los bancos que brindan este servicio. El trabajo utiliza el modelo elaborado por Hye-jin Lee, Katie Ka-hyun Lee y Junho Choi (2018), que conecta la experiencia del cliente, experiencia del consumidor y la experiencia con la marca. CLASIFICACIÓN JEL: M31 M39 M59]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Understanding the consumer experience and their relationship to the brand experience has never been more important. This paper discusses this relationship between the UX, CX and BX regarding the service of digital banking in the department of Cochabamba - Bolivia. The purpose of this work is to provide the variables that have an impact on the customer&#8217;s experience regarding the use of digital banking in our medium, in order to observe its impact on the brands of the banks that provide this service. The work uses the model developed by Hye-jin Lee, Katie Ka-hyun Lee and Junho Choi, which connects the customer experience, consumer experience and brand experience. JEL CLASSIFICATION: M31 M39 M59]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Experiencia de usuario]]></kwd>
<kwd lng="es"><![CDATA[Experiencia de cliente]]></kwd>
<kwd lng="es"><![CDATA[Experiencia de marca.]]></kwd>
<kwd lng="en"><![CDATA[User Experience]]></kwd>
<kwd lng="en"><![CDATA[Customer experience]]></kwd>
<kwd lng="en"><![CDATA[Brand Experience.]]></kwd>
</kwd-group>
</article-meta>
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