<?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>1665-5346</journal-id>
<journal-title><![CDATA[Revista mexicana de economía y finanzas]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. mex. econ. finanz]]></abbrev-journal-title>
<issn>1665-5346</issn>
<publisher>
<publisher-name><![CDATA[Instituto Mexicano de Ejecutivos de Finanzas A.C.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1665-53462025000400008</article-id>
<article-id pub-id-type="doi">10.21919/remef.v20i3.1025</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[The Service-Dominant Logic as driver of financial inclusion in digital payments sector: The case of E-fectivo]]></article-title>
<article-title xml:lang="es"><![CDATA[La lógica dominante de servicio como motor de la inclusión financiera en el sector de pagos digitales: el caso de E-fectivo]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Díaz Peña]]></surname>
<given-names><![CDATA[Luz del Carmen]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Díaz Robles]]></surname>
<given-names><![CDATA[Raymundo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pérez Sosa]]></surname>
<given-names><![CDATA[Felipe Abelardo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Medina Sauza]]></surname>
<given-names><![CDATA[Regina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Tecnológico de Monterrey  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad del Valle de México  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<volume>20</volume>
<numero>4</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S1665-53462025000400008&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S1665-53462025000400008&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S1665-53462025000400008&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Despite the benefits of financial inclusion through digital payments, many entrepreneurs in Mexico perceive more obstacles than advantages when joining the payments network. By analyzing the case of E-fectivo, a technological solutions firm that offers financial products and services, this study aims to understand how digital payments contribute to financial inclusion and if a Service-Dominant Logic (SDL) incentivizes a wider adoption of them. To do so, the study was divided into three phases: firstly, the application of a questionnaire took place in Cuetzalan, México within five dimensions: 1) financial inclusion, 2) user experience, 3) personalization, 4) relationship and 5) financial education. Secondly, a graph analysis was made to analyze the percentage and values of respondents that comply with the elements of the SDL. Finally, a statistical and correlation analysis was made to confirm the research questions and adjustment of the model. We found that, even when the use of digital technologies is common and easy in Mexico, that does not guarantee confidence in digital payment services. The limitation of the study is that it considers only rural and semi-rural regions.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen A pesar de los beneficios de la inclusión financiera a través de los pagos digitales, muchos emprendedores en México perciben más obstáculos que ventajas a la hora de unirse a la red de pagos. A través del análisis del caso de E-fectivo, una firma de soluciones tecnológicas que ofrece productos y servicios financieros, este estudio tiene como objetivo comprender cómo los pagos digitales contribuyen a la inclusión financiera y si una Lógica Dominante de Servicios (LDS) incentiva una adopción más amplia de los mismos. Para ello, el estudio se dividió en tres fases: en primer lugar, se llevó a cabo la aplicación de un cuestionario en Cuetzalan, México, dentro de cinco dimensiones: 1) inclusión financiera, 2) experiencia de usuario, 3) personalización, 4) relación y 5) educación financiera. En segundo lugar, se realizó un análisis gráfico para analizar el porcentaje y los valores de los encuestados que cumplen con los elementos del LDS. Finalmente, se realizó un análisis estadístico y de correlación para confirmar las preguntas de investigación y ajuste del modelo. Encontramos que, aun cuando el uso de las tecnologías digitales es común y fácil en México, eso no garantiza la confianza en los servicios de pago digital. La limitación del estudio es que considera solo las regiones rurales y semirrurales.]]></p></abstract>
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<kwd lng="en"><![CDATA[Digital financial services]]></kwd>
<kwd lng="en"><![CDATA[digital payments]]></kwd>
<kwd lng="en"><![CDATA[financial inclusion]]></kwd>
<kwd lng="en"><![CDATA[Service-Dominant Logic]]></kwd>
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<kwd lng="es"><![CDATA[FINTECH]]></kwd>
<kwd lng="es"><![CDATA[Public Policy]]></kwd>
</kwd-group>
</article-meta>
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