CUSTOMER SERVICES, CUSTOMER SATISFACTION AND PROFITABILITY IN SERVICES: A BANKING CASE

• Autor(a) principal: Fiebig, Émerson Adriano
• Data de Publicação: 2011
• Outros Autores: de Freitas, Ernani Cesar
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REAd (Porto Alegre. Online)
• Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/38521
• topic: Marketing de Serviços; Atendimento; Satisfação; Lucratividade; Service Marketing; Customer Service; Satisfaction; Profitability

The subject of this paper is banking services and its importance for customer’s satisfaction and profitability in the service sector. In an increasingly competitive market, costumer service tends to be one of the main differentials for organizations. The objective of this study was toinvestigate the relationship between individual customers of a bank and its service channels, and profitability. The study was developed through a case study at Banrisul, in the city of Dois Irmãos, RS. A population sample of the 1000 most profitable bank customers was studied focusing in identifying their levels of satisfaction with personal assistance, ATM’sand internet banking. After comparing the satisfaction levels with the known profitability levels of each customer it became possible to identify which attributes and services determine more the customer’s satisfaction and profitability. The main statistic tools used were the Spearman correlation coefficient and Regression Analysis. The research identified that the dimensions empathy and personal assistance response were the main determinants for customer’s satisfaction. It was also evidenced that there is a positive correlation between customer satisfaction and profitability, and also that an increase in the customer’s satisfactionlevel corresponds to a more than proportional increase in the profit level.