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Call centers are a means to strengthen the relationship with present and new clients through the services they offer, such as the sale of new products. The purpose of this is that clients perceive the product's value and adopt it, relying on the new information and communication technologies (TICs). According to CONDUSEF, until 2005, among urban population, only 15 to 25% have access to banking services; for the rural population the percentage is reduced to a 6%. This is why the banking process provides an opportunity for improvement and greater integral development of families. However, until now, the effort made by banks has not been sufficient in spite of the geographic coverage of bank institutions. At present, there are many areas of opportunity, there are 1797 municipalities which do not have a bank or where there is only one which covers many regions. These areas are in need of more decisive and aggressive business opportunities that can take care of their needs. This is where a call center can contribute in an active and immediate way to the financial needs of a given population, becoming a center of added value for corporations since the telephone is a low cost and accessible means of communication, and thus an alternative channel which strengthens client service and may facilitate the positioning of a certain product. This document attempts to show the panorama of advantages of offering bank services through a call center versus the traditional channels of service and sale. [ABSTRACT FROM AUTHOR]

La calidad del servicio se ha convertido en uno de los conceptos empresariales más importantes de los últimos tiempos. A pesar de haber varios factores a la hora de nombrar elementos claves en la estrategia empresarial, tales como la imagen o el producto, la calidad del servicio se ha posicionado por sobre ellos por ser un elemento diferenciador de mucha importancia entre las empresas. Para la banca, la diferenciación se ha vuelto una necesidad, y la calidad del servicio puede ser la mayor herramienta para este objetivo. Es por ello que su medición se vuelve crucial para los directivos bancarios. Basándose en diversos estudios sobre la calidad del servicio, esta investigación trata de desarrollar un instrumento que permita a los directivos poder medir de manera confiable la calidad del servicio de la banca por Internet y lograr tomar decisiones que permitan una diferenciación de sus servicios en línea. La investigación también discute los problemas en el desarrollo del instrumento y termina con las conclusiones del mismo, no sin antes haber señalado ciertos alcances pertinentes al estudio. [ABSTRACT FROM AUTHOR]