Evaluation of customer experience in the high-income segment of banking services

Bento Alves Costa Filho; Marcus Vinicius Rodrigues Bezerra; Paulo Cesar Bontempo

doi:10.5585/remark.v22i3.22381

Autores

Bento Alves Costa Filho Universidade de Brasilia / FACE https://orcid.org/0000-0002-3739-5320
Marcus Vinicius Rodrigues Bezerra Centro Universitário Alves Faria – Unialfa https://orcid.org/0000-0002-4117-3376
Paulo Cesar Bontempo Centro Universitario Alves Faria – Unialfa https://orcid.org/0000-0002-5694-5762

DOI:

https://doi.org/10.5585/remark.v22i3.22381

Palavras-chave:

Banking Services, Client Experience, Service Quality

Resumo

Objetivo: o objetivo deste trabalho é avaliar a experiência do cliente pessoa física em relação a serviços financeiros, considerando-se o segmento de alta renda da indústria financeira.

Metodologia/Abordagem: com base nos conceitos fundamentais, considerados na revisão da literatura, propôs-se um modelo de avaliação da experiência do cliente, estabelecendo cinco hipóteses de relacionamento entre os quatro constructos que o constituem: qualidade em serviço, satisfação, custos de mudança e lealdade. Para testar sua validade, realizou-se uma pesquisa com 216 clientes de uma grande instituição financeira. Como técnica estatística para testar as hipóteses, utilizou-se a análise fatorial confirmatória por Partial Least Squares (Warp/PLS).

Principais resultados: o modelo proposto revela a importância dos construtos qualidade de serviço, satisfação, custo de troca e lealdade para a avaliação da experiência do cliente em serviços bancários. A análise mostrou lealdade e custos de mudança, ambos construtos explicados pela qualidade em serviço e pela satisfação do cliente nos serviços bancários.

Relevância/Originalidade: a importância da pesquisa reside no contraponto de que a análise proporciona entre o atendimento bancário altamente digital e despersonalizado, por um lado, e a necessidade do atendimento humanizado, por outro.

Implicações Gerenciais/Sociais: a abordagem de dimensões específicas, utilizada neste estudo para avaliar a experiência de prestação de serviços financeiros, pode auxiliar profissionais e gestores bancários a obter informações úteis sobre a contribuição relativa de cada uma das dimensões abordadas neste estudo para a gestão da satisfação e fidelização do cliente.

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Biografia do Autor

Bento Alves Costa Filho, Universidade de Brasilia / FACE

Cursou graduação (1986), mestrado (1996) e doutorado (2002) em Administração na FEA/USP. Professor, Coordenador e Pesquisador de Mestrado Profissional em Administração. Leciona em cursos de pós-graduação no programa FGV Management Brasília nas áreas de estratégia e marketing. Editor científico de revista acadêmicas nacionais e internacionais, avaliador do SciELO (Scientific Electronic Library on Line), e avaliador em congressos e eventos acadêmicos nacionais e internacionais ? ANPAD, Semead/USP, EURAM. Desenvolve pesquisas nas áreas de adoção e difusão de inovação, marketing de serviços de saúde, marketing sustentável, gestão ambiental e estratégia

Marcus Vinicius Rodrigues Bezerra, Centro Universitário Alves Faria – Unialfa

Mestre em Administração

Paulo Cesar Bontempo, Centro Universitario Alves Faria – Unialfa

Doutor em Administração

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