Satisfação e fidelização de clientes do setor bancário brasileiro

Abstract

This article aims to identify the reasons that lead to customer satisfaction and customer loyalty in the banking sector. The research is quantitative of an exploratory and descriptive nature. To achieve this result, bibliographic research was carried out on the subject in national and international articles. Then, a structured questionnaire was elaborated and applied to 474 bank clients in the Parauapebas city, state of Para. Data were analyzed using statistical descriptive techniques and factorial analysis. The results demonstrate that the bank's reputation, achieved through reliable relationships and assertive service, and the quality and reliability of online services are the main factors that favor customer satisfaction and loyalty.