A satisfação da clientela pessoas físicas com a oferta ampliada de atendimento disponibilizada pelos bancos múltiplos de varejo do Brasil

Abstract

The focus of the research carried out in this essay is the satisfaction of individuals with the extended customer service provided by the Brazilian retail banks. The bibliographic review provided a better understanding of service marketing, its relevance worldwide and the process adopted by customers for the consumption of services to meet a certain demand. The studies about the financial sector in Brazil provided a deeper insight of internet banking and suggested that, given its current relevance, the retail banks' extended customer service will be incomplete unless we consider this virtual channel. Customers' satisfaction has been assessed through a multiple item scale involving customers of a single bank present all over the country. The research implemented has been defined as Descriptive, the statistical technique used was the Confirmatory Factorial Analysis and the process of adjustment required the use of three estimation methods. The final conclusion arrived at showed that, in the bank where the survey was carried out, customers were more satisfied rather than dissatisfied with the extended customer service provided by the bank, even though such conclusion does not apply to other banks in the country.