AVALIAÇÃO DA QUALIDADE DOS SERVIÇOS DE MERCADO DE CAPITAIS DE UMA INSTITUIÇÃO FINANCEIRA BRASILEIRA

• DOI: 10.22533/at.ed.01219190310

• Palavras-chave: SERVQUAL; Serviços; Satisfação do Consumidor; Qualidade.

• Keywords: SERVQUAL; Services; Customer Satisfaction; Quality.

• Abstract:

  In this survey, we analyze the

  drivers of customer quality of the services

  provided by a very large Brazilian financial

  institution – more specifically, the capital market

  services for High Income customers of a bank.

  The survey was carried out with managers

  located at bank branches, who are responsible

  for serving and developing business with High

  Income investors. The survey compared the

  customers’ expectations and perceptions

  of the services provided. One of the main

  findings is that there are differences in terms of

  service expectations and performance among

  customer segments. The survey also identified

  key attributes of service that influence most in

  the evaluation of perceived quality. Lastly, we

  identified attributes that are considered highly

  relevant from the customers’ perspective.

  Results indicate that the services provided, as

  assessed by customers, are at a competitive

  disadvantage across the board.

• Número de páginas: 15