Serviços bancários: qualidade percebida por clientes de alta renda no mercado brasileiro

• Autor(a) principal: Almeida, Adriano César Paes de
• Data de Publicação: 2007
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
• Texto Completo: http://hdl.handle.net/10438/5578
• topic: Service; Perceived quality; High Income Costumer; Banks; Serviços; Qualidade percebida; Cliente de alta renda; Administração de empresas; Bancos - Serviços ao cliente; Bancos - Clientes; Bancos

The main purpose of this work is to investigate the perceived quality by the customers in banking services, as well as to identify gaps between clientsí expectations and perceived service. In order to do so, a group of high income customers was selected, since the banks strategy of allocation resources is focused on this market segment. The analysis were based on a questionnaire which was specially developed to cover the multiple dimensions of theoretical models of Grˆnroos (1984), Parasuraman (1988) and Brogowicz (1990) so that we could identify which were the main necessities to be fulfilled under these customers point of view.