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Título: Marketing de relacionamento no setor bancário : uma busca da fidelização de clientes após a portabilidade
Palavras-chave: Marketing de relacionamento;Portabilidade bancária;Clientes - Fidelização;Instituições financeiras
Data do documento: 12-Dez-2016
Resumo: The purpose of this paper is identify the relationship between the main dimensions of relationship marketing and customer loyalty in financial institutions after the implantation of the bank account portability system. Furthermore, this work was based in theoretical terms such as relationship marketing, customer satisfaction, service quality, perceived value, trust, banking account portability and customer loyalty. This is a quantitative study, and for the data collection was conducted in a survey, with an application of 418 questionnaires, and was used a snowball sampling, a non-probabilistic sampling form of social research. Data were tabulated and analyzed using SPSS Statistical 22 (Statistical Package for Social Sciences), a software that permit a descriptive and multivariate statistics analysis. The results showed a positive and significant relation between satisfaction, quality, perceived value and customer loyalty in financial institutions while noting that banking portability influences clients less when choosing their main bank.This leads the financial institutions, when developing their marketing strategies, to consider such variables in the planning of their actions, that is, to identify which characteristics are most valued by the clients.
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