Modelo SERVPERF: satisfação e qualidade percebida pelos clientes pessoa física dos bancos Bradesco e Banco do Brasil na cidade de Dourados, MS

Abstract

This study aims to identify the level of satisfaction and perceived quality by customers in relation to the banking agencies and service offered to individuals of Banco do Brasil and Bradesco Bank in Dourados MS. The agencies chosen were selected because of their position in the ranking among the largest banks in Brazil, according to net income and configure also among the banks with the largest number of complaints with the Central Bank (BACEN-2010). For this purpose was made a self- administered questionnaire based on model SERVPERF. The research subjects were the account holders of the agencies surveyed in each bank. The questionnaire included questions covering demographic variables, to characterize the profile of the bank customers, questions about the behavior of customer consumption related to products consumed, factors influencing the purchase decision and time for holders of the bank. It is also addressed, where the services offered proposals were evaluated against the attributes and dimensions of services: reliability, responsiveness, empathy, tangibility and security, these dimensions are relevant to assessing the level of satisfaction and perceived quality of service available. It is a descriptive and exploratory, with data processed in a quantitative way, by establishing percentages observed between the amount of each item and the total respondents to the issues involving demographic variables and by calculating the arithmetic mean in the allocation of notes regarding the dimensions of the banking service. Finally, with the results we observed a higher average assigned to Banco Bradesco and increased consumption of products for the Banco do Brasil, although the analysis has generally included the customers surveyed. The result presented the importance of performing this type of research in companies, for the purpose of satisfaction through quality service and build customer loyalty and establish strategies and competitive advantages.