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Publication
O peso da confiança e custo da mudança na fidelização do cliente bancário: a influência do User eXperience mobile
| Name: | Description: | Size: | Format: | |
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| 6.99 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O setor bancário tem vivenciado um processo complexo de transformação ao longo dos
últimos 20 anos, revolucionando as regras do mercado bancário com a adotação de uma
estratégia personalizada e interativa de marketing relacional online, assente no
homebanking (Cardoso, 2010). As instituições foram, assim, forçadas a uma gestão cada
vez mais calculosa e cuidada da sua oferta multicanal, o que significa que a utilização
deste canal de distribuição online, coopera na origem de excelentes oportunidades para
criar relações fortes e duradouras, tornando os clientes mais satisfeitos e mais
predispostos a manter essa relação estável e de longo prazo com o banco (Marques,
2012). Assim, esta dissertação explorou, por um lado, o marketing relacional
ressalvando o peso que a fidelização do consumidor tem num setor tão antiquado como
o setor bancário, analisando dois determinantes da fidelização: confiança e custo da
mudança. Por outro lado, o marketing digital analisando profundamente a influência
do UX mobile na melhor experiência que o utilizador vivência no homebanking. A
metodologia utilizada foi a quantitativa, através de um questionário online, com a
finalidade de averiguar a relação de confiança e custo de mudança dos inquiridos com
os bancos, como também o User eXperience do mobile banking. Os resultados
demonstraram que a confiança e o custo de mudança têm uma influência positiva na
fidelização, destacando o efeito que a proximidade do cliente ao banco e a instituição
em si têm no custo de mudança de banco. Já o UX mobile tem influência na experiência
do e-consumidor no homebanking, existindo mesmo uma interligação positiva com a
idade do indivíduo. Por último, comprovou-se que o UX mobile está correlacionado de
forma positiva com a fidelização do cliente.
The banking industry has undergone a complex transformation process over the last 20 years, revolutionizing the rules of the banking market with the adoption of a personalized and interactive online relationship marketing strategy, based on homebanking (Cardoso, 2010). Institutions were thus forced to an increasingly calculated and careful management of their multichannel offer, which means that the use of this online distribution channel cooperates in the origin of excellent opportunities to create strong and lasting relationships, making customers more satisfied and more willing to maintain this stable and long-term relationship with the bank (Marques, 2012). Thus, this dissertation explored on the one hand, relational marketing highlighting the weight that consumer loyalty has in an industry as old-fashioned as banking, analyzing two determinants of loyalty: trust and cost of change. On the other hand, digital marketing by deeply analyzing the influence of mobile UX in the best user experience in homebanking. The methodology used was quantitative, through an online questionnaire, with the purpose of ascertaining the respondents' trust and switching cost relationship with the banks, as well as the User eXperience of mobile banking. The results showed that trust and switching costs have a positive influence on loyalty, highlighting the effect that the proximity of the customer to the bank and the institution itself have on the cost of switching banks. The mobile UX has an influence on the econsumer's experience in homebanking, and there is even a positive interconnection with the age of the individual. Finally, it was proven that mobile UX is positively correlated with customer loyalty.
The banking industry has undergone a complex transformation process over the last 20 years, revolutionizing the rules of the banking market with the adoption of a personalized and interactive online relationship marketing strategy, based on homebanking (Cardoso, 2010). Institutions were thus forced to an increasingly calculated and careful management of their multichannel offer, which means that the use of this online distribution channel cooperates in the origin of excellent opportunities to create strong and lasting relationships, making customers more satisfied and more willing to maintain this stable and long-term relationship with the bank (Marques, 2012). Thus, this dissertation explored on the one hand, relational marketing highlighting the weight that consumer loyalty has in an industry as old-fashioned as banking, analyzing two determinants of loyalty: trust and cost of change. On the other hand, digital marketing by deeply analyzing the influence of mobile UX in the best user experience in homebanking. The methodology used was quantitative, through an online questionnaire, with the purpose of ascertaining the respondents' trust and switching cost relationship with the banks, as well as the User eXperience of mobile banking. The results showed that trust and switching costs have a positive influence on loyalty, highlighting the effect that the proximity of the customer to the bank and the institution itself have on the cost of switching banks. The mobile UX has an influence on the econsumer's experience in homebanking, and there is even a positive interconnection with the age of the individual. Finally, it was proven that mobile UX is positively correlated with customer loyalty.
Description
Keywords
Confiança Custo de Mudança Homebanking User eXperience Marketing Digital Marketing Relacional Setor Bancário