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Publication
O Atendimento Bancário focado no Cliente
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.97 MB | Adobe PDF |
Advisor(s)
Abstract(s)
No contexto da frágil economia resultante da crise despoletada em 2008, os clientes bancários viveram períodos de grande insegurança e instabilidade. Neste sentido, apesar da crise sentida, as entidades bancárias, acionaram mecanismos por forma a fidelizar os clientes, cada vez mais exigentes e inseguros.
Em consequência também da abertura de falência de dois bancos portugueses, nomeadamente o Banco Espírito Santo (BES) e mais recentemente o Banco Internacional do Funchal (BANIF), a desconfiança e insegurança dos clientes foi exacerbada, neste sentido, a importância da comunicação realizada entre o banco e o cliente tomou proporções cada vez mais importantes.
Este trabalho aborda um novo sistema de atendimento bancário focado no cliente. Para tal, e de forma a obter as informações necessárias, foi efetuado um questionário de resposta fechada que permitiu apurar os serviços com maior valor para o cliente, assim como a importância dos mesmos. No decorrer do estudo foi feita a correlação dos dados e verificou-se as variáveis mais importantes, sendo possível, desta forma, definir premissas que sustentem este novo sistema de atendimento.
Esta investigação teve em vista alcançar um conjunto de resultados que permitiram definir as principais lacunas no atendimento bancário e idealizar um atendimento mais focado nas verdadeiras necessidades do cliente. Neste sentido, apesar de existirem diversos estudos focados na qualidade do atendimento, e nas várias estratégias de marketing utilizadas pelas diversas entidades, nenhum aborda a criação de um novo sistema de atendimento, abordando apenas o atendimento prestado como uma ferramenta de Marketing.
Desta forma, a investigação em epígrafe constitui uma nova abordagem ao conceito de atendimento e neste sentido poderá vir a ser uma ferramenta importante no desenvolvimento das organizações.
In the context of the fragile economy resulting from triggered crisis in 2008, bank customers have experienced periods of great insecurity and instability. In this sense, despite the felt crisis, the banks, triggered mechanisms in order to build customer loyalty, increasingly demanding and insecure. Consequently, also the opening of the bankruptcy of two Portuguese banks, Banco Espírito Santo (BES) and more recently the International Bank of Funchal (Banif), mistrust and insecurity customer was exacerbated this sense, the importance of communication made between the bank and the customer took increasingly important proportions. This paper discusses a new banking service system focused on the client. To that end, in order to obtain the necessary information, it was made a closed-response questionnaire that allowed establish the services with greater value for the customer, as well as their importance. During the study it was made to relate data and found the most important variable, it being possible thereby make assumptions that support this new service system. This research was aimed at achieving a set of results that define the main gaps in banking services and devise a more focused attention on real customer needs. In this sense, although there are several studies focused on quality of care, and the various marketing strategies used by various entities, none addresses the creation of a new system of care, only addressing the care provided as a marketing tool. Thus, the research title is a new approach to the concept of service and in this sense may become an important tool in the development of organizations.
In the context of the fragile economy resulting from triggered crisis in 2008, bank customers have experienced periods of great insecurity and instability. In this sense, despite the felt crisis, the banks, triggered mechanisms in order to build customer loyalty, increasingly demanding and insecure. Consequently, also the opening of the bankruptcy of two Portuguese banks, Banco Espírito Santo (BES) and more recently the International Bank of Funchal (Banif), mistrust and insecurity customer was exacerbated this sense, the importance of communication made between the bank and the customer took increasingly important proportions. This paper discusses a new banking service system focused on the client. To that end, in order to obtain the necessary information, it was made a closed-response questionnaire that allowed establish the services with greater value for the customer, as well as their importance. During the study it was made to relate data and found the most important variable, it being possible thereby make assumptions that support this new service system. This research was aimed at achieving a set of results that define the main gaps in banking services and devise a more focused attention on real customer needs. In this sense, although there are several studies focused on quality of care, and the various marketing strategies used by various entities, none addresses the creation of a new system of care, only addressing the care provided as a marketing tool. Thus, the research title is a new approach to the concept of service and in this sense may become an important tool in the development of organizations.
Description
Keywords
Aplicações móveis Atendimento ao cliente Homebanking Linhas telefónicas Rede de balcões Satisfação Serviços bancários