Marketing de relacionamento no setor bancário: um estudo em uma agência no brejo paraibano

Abstract

In the banking sector can show a wide competition focusing on customer acquisition and maintenance. This competition has caused banks to begin to develop strategies to do with which they are differentiate from the competition. However, the innovation actions inserted into banks passed become standard and not differential, in that all banks followed those tendencies. Thus, the marketing activities in the banks, which were previously ruled on promotion and advertising, start to incorporate the management of relationships as a way to build customer loyalty. Knowing what was previously presented based on the literature, it questioned whether the banks have followed the relationship marketing principles and how, in fact, loyalty strategies are developed. Thus, the research question of this work was, as the Bank of Brazil agency installed in Paraiba Heath acts in relation to Relationship Marketing and how the strategies for loyalty individual clients are prepared? To answer this question, aimed to understand the actions of an agency of Brazil Brejo Paraibano Bank in relation to relationship marketing, integrated into the process of drawing up strategies for customer loyalty individuals. Specifically, we sought to characterize Brazil's Bank branch in which the survey was carried out; outline the aspects of relationship marketing present in the Bank of Brazil agency studied; describe the relationship between relationship marketing developed by the Bank of Brazil agency studied and customer loyalty individuals. The work was based on a preliminary literature search and through a quantitative research type survey. To this end, two instruments were used: a structured interview applied to the manager of the study unit and a questionnaire (Likert scale of 7 points) applied to customers - individuals. Data from the interviews were analyzed qualitatively and questionnaires were tabulated in an electronic spreadsheet from which the statistical treatments were carried out (frequency, percentage and average). Among the main results, it was observed that the strategies are drawn up by the central bank and passed through courses and training and customers feel considered by the bank, having mostly interested in exchanging agency.