Preparo Digital das Empresas no Período de Pandemia: Uma Análise do Setor de Serviços Financeiros de Maringá-PR

• Autor(a) principal: Jodas de Carvalho, Gabriela
• Data de Publicação: 2023
• Outros Autores: Koki da Costa Nogami, Vitor
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Gestão & Conexões
• Texto Completo: https://periodicos.ufes.br/ppgadm/article/view/41074
• topic: digital preparation; financial services; digital marketing; marketing 5.0; covid-19 pandemic; preparo digital; serviços financeiros; marketing digital; marketing 5.0; pandemia da covid-19; Preparo Digital; Marketing 5.0; Marketing digital; Setor de Serviços Financeiros; Pandemia da covid-19

The advent of the covid-19 pandemic required changes in the way individuals interact with each other, in labor relations, and also in the consumption of goods and services, which have become much more digital. Thus, in this qualitative study we sought to analyze the digital preparation of companies in the financial services sector of Maringá-PR, from the impacts of the pandemic, according to the criteria of Marketing 5.0. 15 companies were interviewed, through a semi-structured script of questions. Then, the data were analyzed and the companies were framed in their respective digital preparation profiles. It was found that the companies grew in the pandemic period and used the learnings of this time to structure digital processes. However, your customers still have trust problems in entirely digital interactions, and therefore prefer to have the first physical contact before migrating to virtual interactions.