A EXPERIÊNCIA DO CLIENTE AVALIADA NA PERSPECTIVA DO MARKETING DE RELACIONAMENTO EM UMA INSTITUIÇÃO FINANCEIRA

Abstract

The research has as its theme to present the current relationship marketing management in branches of the High-Income segment, located in Goiânia-GO, referring to its last change with a focus on customer service satisfaction, based on quality management in services. The main objective of this study is to identify the level of customer satisfaction at a high-income bank branch in Goiânia-GO. It was a bibliographic, exploratory study of a quantitative nature with participant observation from a case study in a retail bank in Goiânia, Goiás, Brazil. This work used two techniques of data collection: participant observation and questionnaire (SERVPERF). Participant observation was the second instrument used to survey the institution's data. Thus, in the dimensions of tangibility and reliability, it was noted that women were more demanding in terms of the physical structure of on-site assistance agencies. There was compatibility in the perception between men and women regarding the dimensions of responsiveness and guarantee in relation to the collaborative spirit. In terms of the empathy dimension, the results showed that customers in the banking segment under study are satisfied with the attention paid by employees and the institution to meet their demands. From the perspective of the cost of change dimension, it was noted that the bureaucracy, adaptation, loss of benefits and financial costs that a change in the Bank could provide are relevant factors to keep the client in the institution. Regarding satisfaction, it was noted that customers were satisfied with the quality of the services offered. In the last dimension of loyalty, customers in the Style segment showed themselves loyal to the institution to the point of being willing to refer it to friends, relatives and family.