O MARKETING COMO UMA FERRAMENTA PARA FIDELIZAÇÃO DE NOVOS CLIENTES NA ÁREA BANCÁRIA

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Palavras-Chave: Atendimento, qualidade, satisfação, fidelização.

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ABSTRACT

This present study was accomplished in a public bank agency in Fortaleza / Ceará, which aims to evaluate the quality of customer service, whose sector is constantly notified due to dissatisfaction of customers who are looking for better services. For this analysis were drawn general and specific purpose and methodology of the survey. The overall objective of the research is to analyze the quality and satisfaction in the service offered to customers. And the specific objectives of the research consist in verify the strengths and weaknesses of the service aiming corrective actions which the institution could apply. The study also presents ideas of several authors showing that customer loyalty is the base that gives sustainability of organizations from various sectors, including banking. According to the theories and the analysis of data collected from the customers, it is concluded that there is an agreement of both parties involved in customer retention. They also show that the processes for the development of the relationship used by banks tend to retain customers in a safe and essential to the success of the financial institution, as it is updated to show new technologies, offering good services to its customers.

Keywords: customer service, quality, satisfaction, customer retention

LISTA DE GRÁFICOS

Gráfico 1 -

Sexo..........................................................................................

36

Gráfico 2 -

Faixa Etária...............................................................................

37

Gráfico 3 -

Renda.......................................................................................

37

Gráfico 4 -

Grau de Escolaridade...............................................................

38

Gráfico 5 -

Correntistas no Banco X...........................................................

39

Gráfico 6 -

Fator determinante na escolha de um banco...........................

40

Gráfico 7 -

Satisfação no atendimento.......................................................

41

Gráfico 8 -

Rapidez no atendimento...........................................................

42

Gráfico 9 -

Respeito e consideração no atendimento................................

43

Gráfico 10 -

Clareza, acesso a informação e qualificação dos funcionários no atendimento.........................................................................

44

Gráfico 11 -

Sistema de senhas...................................................................

45

SUMÁRIO[pic 2]

1

INTRODUÇÃO..............................................................................

04

2

REVISÃO DE LITERATURA........................................................

08

2.1

CONCEITOS DE MARKETING.....................................................

08

2.2

MARKETING DE SERVIÇO..........................................................

10

2.3

MARKETING DE SERVIÇO NO SETOR FINANCEIRO...................................................................................

14

2.4

MARKETING DE RELACIONAMENTO...........................................

17

2.4.1

CRM (Customer Relationship Management)...................................

21

2.4.2

Relacionamento com o cliente.........................................................

22

2.5

FIDELIZAÇÃO DE CLIENTES.........................................................

25

2.5.1

A importância das pessoas na fidelização.......................................

29

3

METODOLOGIA...............................................................................

31

3.1

AMBIENTE DA PESQUISA..............................................................