ATENDIMENTO BANCÁRIO DIGITAL – AS RELAÇÕES ENTRE SATISFAÇÃO, CONFIANÇA, LEALDADE ATITUDINAL DE CLIENTES UM BANCO DE VAREJO

Abstract

The effects caused by the advance of digital transformation in certain sectors, which have led to new socioeconomic behaviors and dynamics, are an essential phenomenon to understand what is happening in the business world today. Few sectors of the economy are as involved with digital transformation and course in the world as the banking sector. The way customers relate to banks has gone through a real revolution in the last five years, directly affecting customer satisfaction and loyalty. In 2017 the use of digital channels consolidates in Brazil, with Internet and mobile banking transactions reaching 57% of the total. The use of mobile banking quintupled in the last four years, in volume of transactions (FEBRABAN, 2018). However, few studies in the banking context have attempted to explain the relationship between Satisfaction, Trust and Loyalty of clients served by the Digital Relationship model. In this sense, the objective of this research is to identify the relationships between Satisfaction, Trust, and Loyalty of individual clients served by the digital service model. For this, four hypotheses of research were developed that portrayed at the consumer level the relations of Satisfaction, Trust and Attitudinal Loyalty. An empirical study of a descriptive nature was carried out, with data collected through a survey, with a sample of 239 account holders from a retail bank in Brazil. The hypotheses were tested using the statistical technique Modeling of Structural Equations, whose measurement and structural models presented adequate adjustments. In this sense, the findings of this study, as well as its theoretical and managerial implications are presented from three perspectives. First, in relation to the Satisfaction construct, it was found that respondents are generally satisfied with the Bank. The role of Satisfaction in the formation of customer loyalty in relation to the Banks, which can be considered relational oriented service providers, is highlighted. Taken together, the results suggest that while satisfied, customers believe that the Bank does not exceed their expectations. Secondly, the analysis of the Confidence construct indicates the recognition of clients in the solidity, seriousness and confidentiality of the Bank's business. As in the Satisfaction construct, the Confidence construct also revealed a discreet deterioration in the evaluation of the respondents in relation to the Santos study (2012). This reduction of confidence can be attributed to the transition between conventional and digital relationship models. This new digital service model imposed on customers a virtual relationship, through applications and telephone, with managers different from those with whom customers already had a trustful bond. Third, the study suggests that a good portion of the Attitudinal Loyalty variability (R²) was explained by two perceptual constructs (Satisfaction and Trust). The averages of the items in the Attitudinal Loyalty construct revealed customers' intention to remain in Bank X within the next 6 months after the survey. The data reveal an improvement in the indicators of Attitudinal Loyalty, when compared with the study realized by Santos (2012). Arising from these results, the limitations of the work and the suggestions of future research are pointed out.