Discuss?es acerca da percep??o de qualidade na presta??o de servi?os numa institui??o banc?ria no Munic?pio de Nova Igua?u, RJ

• Autor(a) principal: Rocha, Mirian Cristina Vidal da
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da UFRRJ
• Texto Completo: https://tede.ufrrj.br/jspui/handle/jspui/5500
• topic: servi?os banc?rios; modelo de gap; marketing de servi?os; banking services; gap model; services marketing; Administra??o

The main objective of this research is to understand the problems that circulate the policy of relationship between consumers and the group of banking professionals working in this institution. In these interactions between bankers and customers, the sale of services is often done by questionable methods. Through the use of the Quality Gap Model Analysis proposed by Berry, Parasuraman and Zeithaml (2014), a reflection was made on the problems faced by a banking institution aimed at meeting customer needs, in view of the prospects of high income clients and managers who work in the banking institution. Secondary objectives involve verifying how and what services are offered in the perceived quality of clients of the analyzed institution. It will also be analyzed how the participation of professionals can interfere in daily customer service practices by reviewing the perceived efficiency. The research is qualitative and non-probabilistic quantitative by means of interviews with managers and clients, applying questionnaires based on the proposed model, to understand the perceptions of the quality of service provision in the subsidiaries of the study bank in Nova Igua?u, Rio de Janeiro. The results of the interviews point to a plan of action stipulated by this research that aims at the short, medium and long term to solve the problems found through the reports of interviews with clients and managers so that the internal structure of the company can be reformulated, as well as the communication channels with its target audience and all the spaces that were identified because they are susceptible to an inadequate administration in the study bank.