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O consumidor e a comunicação do sector bancário em Portugal: contextos e tendências
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Num ambiente marcadamente recessivo, caracterizado por uma falta de confiança no
sistema financeiro, mas também nas entidades bancárias, o presente trabalho procura
identificar as alterações no comportamento dos clientes bancários nos últimos cinco anos, e
perceber a evolução da comunicação das instituições do sector dirigida aos consumidores.
Recorreu-se, para o efeito, a uma metodologia quali-quantitativa, assente em entrevistas e
questionários.
Os resultados apurados permitem detectar um comportamento que, alicerçado no actual
contexto, não pode ser dissociado das mudanças ocorridas em diversos campos nas
sociedades ocidentais e que convocam os marketers a inovarem, porquanto se materializam
em desafios no estudo e entendimento do consumidor bancário. Observando-se uma aposta
do sector numa comunicação mais direccionada e emocional, a superação dos obstáculos e
dificuldades futuras passa pela aposta das marcas bancárias numa comunicação mais
atenta, no diálogo com todos os públicos, num olhar mais cuidado à base de clientes,
proporcionando experiências, promovendo um envolvimento na organização, antecipar
tendências e necessidades e estudar comportamentos.
A comunicação deverá integrar a estratégia organizacional, os bancos deverão assumir
novas responsabilidades sociais e ambientais que possam influenciar a adopção de
comportamentos financeiramente responsáveis, e centrar o seu negócio em duas
dimensões: autenticidade e transparência.
In a clearly recessive environment, characterized by a lack of trust in the financial system and in banks, this paper aims to identify the attributes and characteristics that consumers point out as being crucial for the establishment of a relationship, to describe the changes in bank consumption during the last five years and to review how the sector communicates with its audiences. For this purpose we used a qualitative-quantitative methodology, based on interviews and questionnaires. The results detected a pattern that, based on the current context, cannot be dissociated from the changes occurring in various fields in Western societies and summoned marketers to innovate, as they represent a challenge in the study and the understanding of bank consumption. Observing a focus of the sector in a more targeted and emotional communication, in the future and in order to overcome obstacles and difficulties, bank brands should wage a more attentive communication, in a dialogue with all publics, looking closer at providing experiences, promoting an involvement in the organization, anticipating trends and needs and studying behaviours. Communication should integrate institutions strategy. Banks should assume new responsibilities social and environmental, which can influence the adoption of responsible financial behaviours, and focus their business strategy in two dimensions: authenticity and transparency.
In a clearly recessive environment, characterized by a lack of trust in the financial system and in banks, this paper aims to identify the attributes and characteristics that consumers point out as being crucial for the establishment of a relationship, to describe the changes in bank consumption during the last five years and to review how the sector communicates with its audiences. For this purpose we used a qualitative-quantitative methodology, based on interviews and questionnaires. The results detected a pattern that, based on the current context, cannot be dissociated from the changes occurring in various fields in Western societies and summoned marketers to innovate, as they represent a challenge in the study and the understanding of bank consumption. Observing a focus of the sector in a more targeted and emotional communication, in the future and in order to overcome obstacles and difficulties, bank brands should wage a more attentive communication, in a dialogue with all publics, looking closer at providing experiences, promoting an involvement in the organization, anticipating trends and needs and studying behaviours. Communication should integrate institutions strategy. Banks should assume new responsibilities social and environmental, which can influence the adoption of responsible financial behaviours, and focus their business strategy in two dimensions: authenticity and transparency.
Descrição
Tese de Mestrado em Comunicação Social, Variante da Comunicação Estratégica
Palavras-chave
Consumidor Comunicação Crise Consumo Serviços financeiros Banca Consumer Communication Crisis Consumption Financial services Bank
Contexto Educativo
Citação
Editora
Instituto Superior de Ciências Sociais e Políticas