Institutional Image and the Role of The Managers of a major Brazilian Financial Institution: Analysis of Perceptions of High Income Customers

Authors

  • José Edson Lara Fundação Pedro Leopoldo
  • Ronaldo Lamounier Locatelli Fundação Pedro Leopoldo
  • Wanderley Ramalho Fundação Pedro Leopoldo
  • Samantha Alice de Freitas Silva Fundação Pedro Leopoldo

DOI:

https://doi.org/10.5585/remark.v16i4.3666

Keywords:

Customer Relations, Banking Services, Institutional Image.

Abstract

The economic system has undergone profound transformations due to recurrent technological advances that have repercussions on the organizations. Additionally, there is a demand coming from an affluent social class that, demands a customized service. It is therefore important to develop a corporate strategy that includes differentiated products and services and a focus on the agility and reliability of the business, in accordance to the market. This paper analyses the dynamic of the high income customers perceptions regarding to the services provided by an Brazilian financial institution taking into account its institutional image and the role played by its managers.  The selected model is based on a mixing of three constructs, namely the customer’s evaluation of institutional operating characteristics, the quality of interaction between customers and managers and the propensity to indicated new customers to the bank. The study approach is quantitative by means of a survey followed by a factorial analysis for the selection of the indicators of each of the aforementioned constructs. A multiple regression model was then estimated, having the institutional image and manager’s performance as predictors, using the OLS method and the ordinal logistic function. The results showed that the customers satisfaction and its propensity to indicate new customers to the bank is properly explained by two predictors as suggested by the model. Furthermore, it was identified a greater influence of the construct which depicts the managers performance. Such conclusions contain fundamental elements for the design of corporate strategies.

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Author Biographies

José Edson Lara, Fundação Pedro Leopoldo

PhD em Economia de Empresas, pela Universitat Autònoma de BarcelonaMS em Administração/Marketing, pela Fundação Getúlio Vargas, São Paulo

Ronaldo Lamounier Locatelli, Fundação Pedro Leopoldo

PhD em Economia, pela University of LondonMs em Economia, pela Universidade de BrasíliaGrad. Economia, pela UFMG

Wanderley Ramalho, Fundação Pedro Leopoldo

Dr em Administração, pela UFMGMs em Estudos Internacionais, pelo Center for International Studies, Ohio University, USAGrad. Engenharia Civil, pela UFMG

Samantha Alice de Freitas Silva, Fundação Pedro Leopoldo

Ms. Administração, pela FPL Educacional

Published

2017-09-13

How to Cite

Lara, J. E., Locatelli, R. L., Ramalho, W., & Silva, S. A. de F. (2017). Institutional Image and the Role of The Managers of a major Brazilian Financial Institution: Analysis of Perceptions of High Income Customers. ReMark - Revista Brasileira De Marketing, 16(4), 426–438. https://doi.org/10.5585/remark.v16i4.3666