DOI QR코드

DOI QR Code

Banco do Brasil - Individual Entity Customer Satisfaction with the Digital Relationship Model

  • Received : 2019.05.15
  • Accepted : 2019.11.28
  • Published : 2019.12.31

Abstract

The main objective of this study was to investigate the customer's satisfaction level with the digital relationship model of Banco do Brasil Exclusive Business Offices situated in Rio Grande do Sul. Banco do Brasil is one of the largest Brazilian and global financial institutions and conducted a restructuring customer's relationship model since 2015, creating new specific service structures for certain segments, among them exclusive offices. This research had a qualitative step with an internal documentary analysis about the company and a semi-structured interview with manager's offices, in order to check the strategy and the foundations of business model, as well as identify perceptions and the difficulties in implementing this new structure. The quantitative step held the findings about customer satisfaction level in relation to the quality of services provided by offices, through an electronic survey based on the Servqual Scale developed by Parasuraman et al. (1988), which measures the difference between customer's expectations and perception in five dimensions: tangibility, reliability, understanding, safety and empathy. The results shown that Banco do Brasil customers' are satisfied with services offered through the digital model and the new business structure, in which is offered a humanized service together with the best technology. It was found, also, that digital probably would not replace the physical world, but they complement one another. Digital offices and physical agencies will coexist, improving value proposition delivery and better customers experience, satisfy them and build their loyalty.

Keywords

References

  1. BANCO DO BRASIL (2016) Corporate Strategy of the Banco do Brasil for the period 2017-2021.
  2. Bona, A. (09 Jul. 2012) "Como os bancos diferenciam o atendimento aos seus clientes?". Available in https://andreona.com.br/como-os-bancos-diferenciam-o-atendimento-aos-seus-clientes/ (accessed in: 12 Oct. 2017)
  3. Bunea, S., Kogan, B., and Stolin D. (2016) "Banks vs. fintech: At last, it's official," Forthcoming, Journal of Financial Transformation.
  4. Caru, A. and Cova, B. (2007) Consuming Experience, London: Routledge.
  5. Darvisha, H., Moayeri, M. R., and Naderifar, A. R. (2013) "A survey on relationship between customer satisfaction and electronic banking features: A case study of Tejarat bank in Iran," Management Science Letters 3(2): 425-430. Available in http://growingscience.com/beta/msl/615-a-survey-on-relationship-between-customer-satisfaction-and-electronic-banking-features-a-case-study-of-tejarat-bank-in-iran.html (acessed in 4 June 2017) https://doi.org/10.5267/j.msl.2013.01.006
  6. Endevour (2016)
  7. Federacao Brasileira de Bancos (FEBRABAN) (2017) Pesquisa FEBRABAN de Tecnologia Bancaria 2017, Deloitte.
  8. Freitas, H., Oliveira, M., Saccol, A. Z., and Moscarola, J. (2000) "O metodo de pesquisa Survey," Revista de Administracao, Sao Paulo 35(3): 105-112.
  9. Gil, A. C. (1991) Como elaborar projetos de pesquisa, Sao Paulo: Atlas.
  10. Gupta, S. (2014) "Marketing Reading: Creating Customer Value," Core Curriculum Readings Series, Boston: Harvard Business Publishing 8176, 2014..
  11. Hair, J. Jr., Babin, B., Samouel, P., and Money, A. (2005) Fundamentos de Metodos de Pesquisa em Administracao, Porto Alegre: Bookman.
  12. Kotler, P., and Keller, K. L. (2013) Administracao de Marketing, Sao Paulo: Pearson Prentice Hall.
  13. Ladhari, R. (2008) "Alternative measures of service quality: a review," Managing service quality 18(1): 65-86. https://doi.org/10.1108/09604520810842849
  14. Las Casas, A. L. (2007) Marketing Bancario, Sao Paulo: Saint Paul.
  15. Likert, R. (1932) A Technique for the Measurement of Attitudes, New York: The Science Press.
  16. Lovelock, C. W., and Wright, L. (2001) Servicos, Marketing e Gestao, Sao Paulo: Saraiva.
  17. Lovelock, C. W., and Gummesson, E. (2004) "Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives," Journal of Service Research 7(1).
  18. Maldaner, L. F., Fiorin, F. S., and Simon, L. (2018) "The future of consumer experience in a science and technology park - spaces to interact," Revista Gestao e Desenvolvimento 15(1): 57-78. https://doi.org/10.25112/rgd.v15i1.1304
  19. Osterwalder, A. and Pigneur, Y. (2011) Business Model Generation - Inovacoes em Modelos de Negocios, Rio de Janeiro: Atlas Books Editora.
  20. Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1988) "Conceptual Model of Service Quality and Its Implications for Future Research," Journal of Marketing 49(4): 41-50. https://doi.org/10.2307/1251430
  21. Ross, J. W., Sebastian, I. M., Beath, C., Scantlebury, S., Mocker, M., Fonstad, N., Kagan, M., Moloney, K., Krusell, S. G., and the Technology Advantage Practice of The Boston Consulting Group (March 2016) Designing Digital Organizations, CISR WP No. 406, MIT Sloan Management, Center for Information Systems Research (CISR).
  22. Shanmugam, M., Yang, Y.-Y., Bugshan, H., and Hajli, N. (2015) "Understanding customer perceptions of internet banking: the case of the UK," Journal of Enterprise Information 28(5): 622-636. https://doi.org/10.1108/JEIM-08-2014-0081
  23. Souza, M. G. de (2009) Neo consumidor: digital, multicanal e global, Sao Paulo: Grupo GS&MD.
  24. Weill, P. (2014) Executive Session: Digital Business Transformation, Center for Information Systems Research (CISR), MIT Sloan School Management. Cambridge, Massachusetts.