O modelo de atendimento digital bancário como resposta à concorrência das fintechs

• Autor(a) principal: Gebauer, Jefferson
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório do Centro Universitário Braz Cubas
• Texto Completo: https://repositorio.cruzeirodosul.edu.br/handle/123456789/1911
• topic: Administração; Bancos -Serviços ao cliente; Satisfação do consumidor; Tecnologia da informação; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

The present research sought to investigate, from the digital customer service model applied to the high income segment of Banco do Brasil, whether the digital service model applied for high income customers of traditional banks is revealing a response to competition from digital banks or Fintechs in Brazil. The research was carried out in two stages: one of exploratory and qualitative nature and another stage of descriptive and quantitative nature that was characterized as a cross section or transversal cutting. It was possible to design a data-collection instrument by measuring consumer satisfaction with the traditional bank, measuring image attributes (innovative, modern, digital, safe, reliable bank) for conventional bank and fintech, working with attributes of loyalty and propensity to deal with fintechs. As to the processing and analysis of data, the electronic data typing and tabulation of the data obtained by the research were done in spreadsheet and statistical analysis software, IBM SPSS statistical program. Were worked three constructs: customer satisfaction, digital attendance model and fintech competition in view of the client and the account manager. The data described in chapter four detailed questions such as customer and account managers profiles, levels of satisfaction, sample size of clients operating with digital banks, how many customers operate with more than one bank, propensity to recommend the bank among other issues. From the research, it was possible to collect reference on Innovation, Consumer Satisfaction, Fintechs, National Financial System and Banco do Brasil. The obtaindes results allow the continuity of data analysis, as well as the application of the research in other financial institutions, as well as other suggestions enrolled at the end of chapter four. Among other conclusions, it can be stated that, even with high satisfaction rates, the traditional bank with its digital service model, with extended hours and with the benefits presented in the theoretical framework, does not eliminate competition from Fintechs, but it certainly reduces its impact since customers are not willing to end the relationship and, on the other hand, are willing to increase business with the traditional bank.