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Previous issue date: 2006-01-13 / 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. / A quest??o de pesquisa debatida nesta disserta????o ?? a satisfa????o da clientela pessoas f??sicas com a oferta ampliada de atendimento disponibilizada pelos bancos de varejo do Brasil. A revis??o bibliogr??fica proporcionou o entendimento sobre o marketing de servi??os, sua relev??ncia mundial e o processo adotado pelos clientes para o consumo de servi??os em busca da satisfa????o de um determinado desejo. Os estudos sobre a ind??stria financeira do Brasil ensejou um aprofundamento no internet banking e levou ?? conclus??o que, dada a sua atual relev??ncia, a oferta ampliada de atendimento dos bancos de varejo ser?? incompleta se n??o considerar este canal virtual. A satisfa????o da clientela foi mensurada atrav??s da aplica????o de uma escala de m??ltiplos itens a clientes de um ??nico banco com presen??a em todas as regi??es do pa??s. A pesquisa implementada foi definida como do tipo Descritiva, a t??cnica estat??stica utilizada foi a An??lise Fatorial Confirmat??ria e o processo de ajustamento requisitou o uso de tr??s m??todos de estima????o. A conclus??o final a que se chegou ?? que os clientes do banco pesquisado demonstraram estar mais satisfeitos do que insatisfeitos com a oferta ampliada de atendimento disponibilizada, embora tais conclus??es n??o sejam pass??veis de extrapola????o para os demais bancos do pa??s.
| Identifer | oai:union.ndltd.org:IBICT/oai:132.0.0.61:tede/341 |
| Date | 13 January 2006 |
| Creators | Ishiyama, Luiz Satoru |
| Contributors | Garcia, Mauro Neves, Bazanini, Roberto, Silva, Dirceu da |
| Publisher | FECAP - Faculdade Escola de Com??rcio ??lvares Penteado, Mestrado em Administra????o de Empresas, FECAP, BR, Administra????o estrat??gica |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações do FECAP, instname:Fundação Aramando Álvares Penteado, instacron:FAAP |
| Rights | info:eu-repo/semantics/openAccess |
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