O impacto da mudança da estratégia de atendimento sobre a satisfação dos clientes

Abstract

Service in the Brazilian banking system has undergone significant changes over the years. These changes are largely due to the arrival of the high technology of information and communication, the easy access to the Internet, the excellent service, and especially the search for customer satisfaction. This research has the objective to verify if, after the change in banking service strategy, there was an impact on customer satisfaction. It also answers the hypotheses that confidence in the company, perceived value of the service provided, and the cost of change positively influence customer satisfaction. Regarding the objective and method of analysis used in the longitudinal descriptive quantitative research, which seeks to measure in two distinct periods of time (years 2015 and 2016), customer satisfaction before and after the implementation of the change in the service strategy of a bank, we used secondary data obtained through a questionnaire applied by IBOPE (Instituto Brasileiro de Opinião Pública e Estatística; Brazilian Institute of Public Opinion and Statistics – in English), in which the level of customer satisfaction was asked. In order to measure the impact on satisfaction, descriptive analysis, statistical tests and statistical modeling were carried out. For the descriptive analysis of the data, it was used predecessor variables of satisfaction (Cost of Change, Confidence in the Company and Perceived Value). The result of the research showed that remote service sets up another step in modernizing the relationship between the bank and its clients. It was also verified that all hypotheses were analyzed, but not all were confirmed according to the proposed model. It was observed a rise in customer satisfaction after the implementation of the new strategy and that consumers prefer to pay more to be better served.