INTERNET E MOBILE BANKING PARA CLIENTES PESSOA JURÍDICA NO VAREJO BANCÁRIO: UMA ANÁLISE DOS CONSTRUCTOS DO MARKETING DE RELACIONAMENTO

Abstract

The adequacy of financial institutions to attend to and keep their customers has proved to be a challenge to be faced with the offer of new technological experiences, innovative solutions and differentiated products from the perspective of competitiveness. In this context, the digital service or the so-called banking e-service proved to be a competent and effective instrument in the evolution of the relationship between banks and customers in Brazil, bringing a clear picture of how technology helped to change the sector with the development of the Internet Banking and Mobile Banking, both strategies of the banking institutions to expand and improve their service (DELOITE, 2015). Thus, the aim of this research is to evaluate the relation of the constructs quality and the perceived value in the satisfaction and this one on the cost of change of corporate banking users in the state of Goiás. In order to do so, the study was performed through a quantitative analysis with 300 clients of a financial institution, who answered the questionnaire with Likert scale and 30 variables based on the connection of the theoretical models of Herington and Weaven (2009), for quality; Sirdeshmukh, Singh and Sabol (2002), for perceived value; Matos, Henrique and Rosa (2007), for satisfaction; Silva, Lopes and Braga Junior (2014), for cost of change. The analysis of the data was made through descriptive statistics, non-parametric tests and SEM application. From the results found, academic and managerial implications were discussed and they showed the relationship between the constructs for only one of the four hypotheses suggested in the research, what implied, still, a second relation. Surprisingly, the construct that had the greatest impact on the cost of change for service users was the perceived value, which, in turn, is influenced by quality, one of the hypotheses presented.