Qualidade dos serviços bancários digitais no contexto brasileiro: uma análise da percepção do usuário

Abstract

The digitalization of the financial sector has established mobile banking applications as the primary channel of interaction between institutions and users, thereby increasing the importance of service quality in shaping customer satisfaction. In this context, the objective of this study was to identify which dimensions of service quality in mobile banking applications influence customer satisfaction in the Brazilian setting. Drawing on the specialized literature, a conceptual model with 11 hypotheses was developed. Data were collected through an online questionnaire administered to 316 participants, and Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed for data analysis. The findings reveal that customer satisfaction is positively influenced by customer support, functionality, usability, loyalty, reliability, and institutional reputation, whereas security exhibited no direct effect. The study also identified a substantial impact of usability on functionality and of reliability on security. Theoretically, the research contributes by validating a model tailored to the Brazilian context and by reframing security as an antecedent requirement rather than a direct determinant of satisfaction. From a managerial perspective, financial institutions are encouraged to prioritize technical stability and intuitive design, as usability has proven essential for enabling users to perceive value in the functionalities offered.