Atendimento bancário em Serra Talhada: uma análise do nível de satisfação do cliente

Abstract

The opening of the financial market along with technological advances have brought new challenges for bank branches. Keeping customers happy is the main one, since the survival of organizations depend on their users to keep themselves up and running. In this perspective, the problem question of this study is to answer the following question: what is the degree of satisfaction of external clients with the provision of services of financial institutions in the municipality of Serra Talhada - PE? With this the main objective is to evaluate the degree of satisfaction of them. For this, the methodology used in this study is classified as descriptive exploratory of quantitative nature. A structured questionnaire was used as a data collection instrument in google forms. In the discussion of the results, it was found that in the four criteria evaluated, which were: self-service, cashier's service, conventional service, and online service via application; in all these customers were dissatisfied. The highest dissatisfaction rate was identified in the service criterion within the agency, in the item waiting time to be attended. After measuring the degree of customer satisfaction, dissatisfaction and discontent with the city's banking services were verified. Furthermore, it is concluded that consumer satisfaction is linked to the quality of the service, in this organizations need to pay attention to the execution of the services provided, especially in face-to-face service with the client.