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Determinantes na escolha do banco: aplicações aos jovens
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Advisor(s)
Abstract(s)
Os estudos sobre os critérios fundamentais para a escolha de um banco já são alvo de interesse
desde os finais dos anos 60, sendo a maioria da literatura relativa ao comportamento de compra
bancário nos EUA e Europa.
Pretende-se com este trabalho estudar os factores que influenciam a escolha do banco em
Portugal, num segmento bastante estratégico e valorizado na banca: os jovens.
Na revisão da literatura surgiram os seguintes factores como explicativos da escolha do banco:
qualidade no atendimento, reputação / imagem, influência de terceiros, influência não
pessoal, conveniência / localização, serviços electrónicos e preço. Todas as variáveis
identificadas neste estudo foram interligadas a um Modelo Conceptual de Investigação.
A metodologia de investigação contemplou um inquérito por questionário aplicado a 185 jovens
estudantes universitários do Instituto Politécnico de Setúbal, nomeadamente na Escola Superior
de Ciências Empresariais.
Os resultados da análise através de regressão logística apontam para a reputação / imagem do
banco e o género como as variáveis explicativas relevantes na escolha de um banco.
Studies about the key criteria factors for choosing a bank are already the interest of the financial / banking sector since the late '60s. Most of its literature relative to the buying behavior was developed in the U.S. and European market. The objective of this work is to study the factors that influence choosing a bank in Portugal, focusing in a strategic and valued segment towards banking sector: the youngsters. In the literature that was studied, regarding bank choosing, the mainly factors emerged were: quality of service, reputation / image, influence of others, non-personal influence, convenience / location, electronic services and price. All variables identified in this study were linked to a Conceptual Model Research of investigation. The research methodology included a survey applied to 185 university students from the Polytechnic Institute of Setúbal, at the School of Business (ESCE). The logistic regression analysis results indicate that bank reputation / image and gender were the most relevant factors regarding bank choosing.
Studies about the key criteria factors for choosing a bank are already the interest of the financial / banking sector since the late '60s. Most of its literature relative to the buying behavior was developed in the U.S. and European market. The objective of this work is to study the factors that influence choosing a bank in Portugal, focusing in a strategic and valued segment towards banking sector: the youngsters. In the literature that was studied, regarding bank choosing, the mainly factors emerged were: quality of service, reputation / image, influence of others, non-personal influence, convenience / location, electronic services and price. All variables identified in this study were linked to a Conceptual Model Research of investigation. The research methodology included a survey applied to 185 university students from the Polytechnic Institute of Setúbal, at the School of Business (ESCE). The logistic regression analysis results indicate that bank reputation / image and gender were the most relevant factors regarding bank choosing.
Description
Dissertação de Mestrado em Ciências Empresariais – Gestão de Pequenas e Médias
Empresas
Keywords
Jovens Factores Banca Escolha Youngsters Factors Banking Choose
Pedagogical Context
Citation
Publisher
Escola Superior de Ciências Empresariais