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

Mattana, Fabiano (Unisinos University)
Maldaner, Luis Felipe (Hankuk University of Foreign Studies)
Vaccaro, Guilherme Luis Roeche (Sungkyunkwan University)
Mattana, Luciano (Social Communication Science)
Publication Information
World Technopolis Review / v.8, no.2, 2019 , pp. 120-134 More about this Journal
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.
Digital bank; Digital relationship model; Customer satisfaction; Quality of services; Customer experience;
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