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Publication
Eventos e Workshops: A sua influência na Customer Relationship nas instituições bancárias
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.31 MB | Adobe PDF |
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Abstract(s)
Num mundo empresarial cada vez mais inovador e tecnológico,
as organizações lutam para se destacar e captar a atenção dos
seus clientes. Esta dissertação tem como principal objetivo
analisar a forma como os eventos e os workshops contribuem
para a proximidade com o cliente e para a criação de relações
mais humanizadas e mutuamente benéficas.
Através de uma abordagem mista, combinando a revisão
bibliográfica com inquéritos online a clientes bancários e
entrevistas semiestruturadas a profissionais do setor, exploramse
os mundos da literacia financeira e das atividades de
engagement promovidas pelas instituições bancárias.
Apesar de, atualmente, haver uma baixa adesão às iniciativas
educativas, os resultados demonstram que existe uma abertura às
mesmas, desde que sejam ajustadas às necessidades atuais dos
clientes.
Finalmente, é apresentada uma proposta para um evento de uma
entidade bancária, planeado estrategicamente com o objetivo de
reforçar a relação do cliente com as instituições, promovendo a
proximidade, a confiança e o papel educativo das instituições
bancárias na sociedade.
In an increasingly innovative and technological business world, organizations are struggling to stand out and capture the attention of their customers. The main aim of this dissertation is to analyse how events and workshops contribute to customer proximity and the creation of more humanized and mutually beneficial relationships. Through a mixed approach, combining a literature review with online surveys of bank customers and semi-structured interviews with professionals in the sector, the worlds of financial literacy and engagement activities promoted by banking institutions are explored. Although there is currently low adherence to educational initiatives, the results demonstrate that there is an openness to them, as long as they are adjusted to the current needs of customers. Finally, a proposal is presented for a bank event, strategically planned with the aim of strengthening the customer's relationship with banking institutions, promoting proximity, trust and the educational role of banking institutions in society.
In an increasingly innovative and technological business world, organizations are struggling to stand out and capture the attention of their customers. The main aim of this dissertation is to analyse how events and workshops contribute to customer proximity and the creation of more humanized and mutually beneficial relationships. Through a mixed approach, combining a literature review with online surveys of bank customers and semi-structured interviews with professionals in the sector, the worlds of financial literacy and engagement activities promoted by banking institutions are explored. Although there is currently low adherence to educational initiatives, the results demonstrate that there is an openness to them, as long as they are adjusted to the current needs of customers. Finally, a proposal is presented for a bank event, strategically planned with the aim of strengthening the customer's relationship with banking institutions, promoting proximity, trust and the educational role of banking institutions in society.
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Keywords
Instituições bancárias Marketing Eventos Marketing de eventos Literacia financeira Engagement