Institutional Image and the Role of The Managers of a major Brazilian Financial Institution: Analysis of Perceptions of High Income Customers
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12192 |
Resumo: | 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 customers 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 managers 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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Institutional Image and the Role of The Managers of a major Brazilian Financial Institution: Analysis of Perceptions of High Income CustomersInstitutional Image and the Role of The Managers of a major Brazilian Financial Institution: Analysis of Perceptions of High Income CustomersCustomer Relations; Banking Services; Institutional Image.Customer Relations; Banking Services; Institutional Image.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 customers 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 managers 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.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 customers 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 managers 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.Universidade Nove de Julho - Uninove2017-09-13info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1219210.5585/remark.v16i4.3666ReMark - Revista Brasileira de Marketing; v. 16, n. 4 (2017): Outubro - Dezembro; 426-4382177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12192/5836Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessLara, José EdsonLocatelli, Ronaldo LamounierRamalho, WanderleySilva, Samantha Alice de Freitas2019-02-19T17:38:12Zoai:https://periodicos.uninove.br:article/12192Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:38:12REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Institutional Image and the Role of The Managers of a major Brazilian Financial Institution: Analysis of Perceptions of High Income Customers Institutional Image and the Role of The Managers of a major Brazilian Financial Institution: Analysis of Perceptions of High Income Customers |
title |
Institutional Image and the Role of The Managers of a major Brazilian Financial Institution: Analysis of Perceptions of High Income Customers |
spellingShingle |
Institutional Image and the Role of The Managers of a major Brazilian Financial Institution: Analysis of Perceptions of High Income Customers Lara, José Edson Customer Relations; Banking Services; Institutional Image. Customer Relations; Banking Services; Institutional Image. |
title_short |
Institutional Image and the Role of The Managers of a major Brazilian Financial Institution: Analysis of Perceptions of High Income Customers |
title_full |
Institutional Image and the Role of The Managers of a major Brazilian Financial Institution: Analysis of Perceptions of High Income Customers |
title_fullStr |
Institutional Image and the Role of The Managers of a major Brazilian Financial Institution: Analysis of Perceptions of High Income Customers |
title_full_unstemmed |
Institutional Image and the Role of The Managers of a major Brazilian Financial Institution: Analysis of Perceptions of High Income Customers |
title_sort |
Institutional Image and the Role of The Managers of a major Brazilian Financial Institution: Analysis of Perceptions of High Income Customers |
author |
Lara, José Edson |
author_facet |
Lara, José Edson Locatelli, Ronaldo Lamounier Ramalho, Wanderley Silva, Samantha Alice de Freitas |
author_role |
author |
author2 |
Locatelli, Ronaldo Lamounier Ramalho, Wanderley Silva, Samantha Alice de Freitas |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Lara, José Edson Locatelli, Ronaldo Lamounier Ramalho, Wanderley Silva, Samantha Alice de Freitas |
dc.subject.por.fl_str_mv |
Customer Relations; Banking Services; Institutional Image. Customer Relations; Banking Services; Institutional Image. |
topic |
Customer Relations; Banking Services; Institutional Image. Customer Relations; Banking Services; Institutional Image. |
description |
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 customers 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 managers 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. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-09-13 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12192 10.5585/remark.v16i4.3666 |
url |
https://periodicos.uninove.br/remark/article/view/12192 |
identifier_str_mv |
10.5585/remark.v16i4.3666 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12192/5836 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 16, n. 4 (2017): Outubro - Dezembro; 426-438 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1799138642556354560 |