Qualidade de serviço, satisfação e lealdade do cliente: análise do setor bancário em Moçambique

• Autor(a) principal: Bahadur, Nasser Mussa
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/10956
• topic: Service quality; Customer satisfaction; Customer loyalty; Qualidade de serviço; Satisfação do cliente; Lealdade do cliente

The banking sector as other financial sectors has faced a barrage of challenges, ranging from economic uncertainty, the emergence of new technologies, strong competition and above all an increasingly demanding market. In such circumstances it is vital for bank management to become aware of the degree of satisfaction of its customers and, in particular the determinants (for customers) of the quality of services provided and the extent causal relationship between satisfaction and loyalty, so this study aims to address these challenges. Data collection was conducted through a questionnaire applied in Sofala and Maputo Province (including Maputo City) using the conventional method. Data collection occurred between July and August 2013, yielding 250 valid responses. The response rate stood at around 48%. Descriptive assessment of respondents on the constructs of the Quality of Service (Tangibility, Reliability, Competence and Conflict Management) reveals that, on average, the quality of the service needs to be improved, despite positive figures they are far from excellence. As example efficiency and waiting areas for service should be a major concern for the banking management, i.e., the customer is forced to endure long queues at peak times. Another major concern should be in regards of the fact that customers denote lack of counselling on investments matters. Additionaly, the provision of a service without error at first and within agreed deadlines is also one of the aspects that require some improvements. The same is true with respect to Customer Satisfaction and Loyalty. The average results although positive are not encouraging especially at the stage of development that the country has been facing today. The theoretical implications of this study lies in the fact that significant evidence of positive causal relationship among the constructs of Service Quality and Customer Satisfaction, and also a significant evidence of positive influence between Satisfaction and Customer Loyalty.In addition to the above beaded results, the study shows that there is a positive direct influence between constructs of Service Quality and Customer Loyalty. Overall, the results indicate that the indirect effect of Service Quality on Customer Loyalty (via Customer Satisfaction) is a relatively better model than direct one in the sense that this, in turn, explains the greatest percentage change in the Customer Loyalty. The results lead to the conclusion that the mediating effect of Customer Satisfaction is partial since it is not sustainable for the tangibility and reliability variables. One of the practical implications of this is that the client can not see the added value of tangibility ( understood as physical appearance of facilities, equipment , materials and other persons involved in providing the service ) and reliability (defined in this context as the ability to provide service with accuracy , precision and reliability ) in building their loyalty to the bank.