Os efeitos da inovação na fidelização de clientes

• Autor(a) principal: Wagner, Aldo José
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório do Centro Universitário Braz Cubas
• Texto Completo: https://repositorio.cruzeirodosul.edu.br/handle/123456789/2213
• topic: Administração; Inovações; Clientes - Fidelização; Bancos - Serviços ao cliente; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

Organizations are constantly under pressure to improve their competitiveness by increasing their efficiency and increasing their market share. Maintaining an active and profitable customer base is paramount for the survival and growth of a company, and, in very competitive environments, where competitive advantages have a shorter lifespan, innovation becomes especially important. The present study aimed to identify the extent to which innovation relates to customer loyalty, from the point of view of the consumer, and the relationship between satisfaction and loyalty. As a methodology, a quantitative, descriptive, cross-sectional research was used, and its research unit was a high-income bank branch located in the city of Curitiba (PR). The results found point to the need for innovation to maintain the client portfolio, as well as for the existence of a positive relationship between satisfaction and loyalty.