Fidelização e satisfação do cliente: uma análise na percepção do cliente no atendimento bancário

Abstract

In today's day when an increasingly demanding consumer is perceived, the big challenge for financial institutions is to win over their customers. The objective of this article is to discuss and evaluate how the customer's perception about the banking service received influences their relationship with the bank. With the study of the influence of the quality of the banking service on customer loyalty, it was possible to identify what clients expect from the bank, what their expectations are and how they perceive the service they receive. It was also possible to identify the necessary improvements so that the banking service is perceived as a market differential. The relevance of this study is credited to the importance of adding knowledge about the subject to the researcher. In the synthesis of this work we opted for an exploratory research methodology appropriate to the bibliographic study. The research pointed to the importance of the quality perceived in the evaluation of the service and specifically in the satisfaction and value of the service perceived by the client. In this way, it was concluded that satisfaction plays an essential role in the customer loyalty process.