With a fast-evolving digital society that offers individuals the option to shop from anywhere in the world, in a matter of seconds, competition amongst brands has never been tougher. It is therefore of greater importance for brands to distinguish themselves from competitors. Providing an extraordinary experience can be the distinguisher that sets a brand apart from competitors. The purpose of this thesis is to find out how brands build brand experience in e-servicescapes and to explore the relationship between brand experience and brand equity.    The empirical findings were gathered using a qualitative multiple case study. With a purposive sampling method three companies were selected. With the strategy of semi-structured interviews, information was gathered and later analyzed, discussed and compared with the previous literature findings, with the help of a thematic analysis method.     The conclusion shows that the selected cases for this thesis do in fact put a lot of emphasis on brand experience. A commonly found theme is that the selected cases all implied the direct relation between brand experience and brand equity, according to the empirical data they were highly interlinked. This thesis provides useful insights on how to build a strong general brand experience in e-servicescapes, whilst also giving the reader useful tools on how to build brand experience.

En la actualidad, la tecnología está avanzando a pasos agigantados en el sector financiero. Los bancos ya no trabajan bajo el sistema tradicional, sino que han tenido que implementar a sus canales distintos procesos tecnológicos, para así lograr satisfacer todas las necesidades de sus clientes y poder mantenerlos leales a la marca a través del tiempo. En Perú, los productos que destacan ante la población bancarizada son Banca móvil, Banca por internet y Apps de transferencia de dinero. Esto significa que existe una aceptación ante estas nuevas herramientas tecnológicas que buscan agilizar los procesos financieros. En ese sentido, los bancos deben retener y fidelizar a sus clientes sin permitir que estos los cambien por la competencia. Esto se logra brindándole la mejor experiencia posible con la marca. El presente informe busca investigar acerca del impacto que tiene tanto la experiencia online del usuario como la satisfacción en la lealtad del usuario en el uso de distintos Fintechs bancarios del Perú. La metodología que será utilizada en esta investigación es cuantitativa, y se buscará relacionar las variables en un contexto de banca peruana. Diversos autores han estudiado y relacionado las variables que presentamos, a través de distintas metodologías y posturas. La mayoría de estos autores consideran que un cliente que tiene una buena experiencia queda satisfecho y es leal. / Nowadays. technology is advancing by leaps and bounds in the financial sector. Banks no longer work under the traditional system, but have had to implement different technological processes in their channels, in order to meet all the needs of their customers and keep them loyal to the brand over time. In Peru, the products that stand out among the banking population are mobile banking, internet banking and money transfer apps. This means that there is an acceptance of these new technological tools that seek to streamline financial processes. In this sense, banks must retain and fidelize their customers without allowing them to change them for the competition. This is achieved by providing the best possible experience with the brand. This report seeks to investigate the impact of both online user experience and satisfaction on user loyalty in the use of different banking Fintechs in Peru. The methodology that will be used in this research is quantitative, and will seek to relate the variables in a Peruvian banking context. Several authors have studied and related the variables we present, through different methodologies and positions. Most of these authors consider that a customer who has a good experience is satisfied and loyal. / Trabajo de investigación