Qualitative attributes and satisfaction factors provided by customers in banking services in Rio Grande do Sul (Brazil)

• Autor(a) principal: Bagatini, André Luiz
• Data de Publicação: 2023
• Outros Autores: Mello Moyano, Carlos Alberto, Angnes, Derli Luís
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Ciências da Administração
• Texto Completo: https://periodicos.ufsc.br/index.php/adm/article/view/82382
• topic: Banco; Comportamento do consumidor; Qualidade dos serviços; Satisfação do cliente bancário; Bank; Consumer behavior; Service quality; Bank customer satisfaction; Banco; Comportamiento del consumidor; Calidad de los servicios; Satisfacción del cliente bancario

The banking services sector plays an important role in the economy and in society through intermediation in the transfer of resources between surplus agents or savers and deficit agents or borrowers. However, the sector has been experiencing significant impacts in terms of competition and technological change, requiring a closer relationship with customers as a strategy to remain profitable. The objective of this article is to identify the quality attributes and satisfaction factors recommended by customers in banking services, involving customers of a Brazilian private bank operating in Rio Grande do Sul. For this purpose, an exploratory qualitative research involving 30 Bank customers to identify quality attributes in order to subsequently subsidize a quantitative descriptive survey with 300 customers, in order to identify the factors of greatest satisfaction in services. The results show a list of dozens of qualitative attributes that allowed the identification of 10 theoretical factors responsible for customer satisfaction in banking services.