| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 37.81 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A forma de avaliar as agências bancárias está sobretudo focada em modelos económico-financeiros, sendo imprescindível que modelos da área da avaliação da qualidade percebida pelos clientes tomem o lugar que lhes cabe por direito próprio. Sabe-se hoje que uma deficiente qualidade de serviço prestada em indústrias de serviço, pode afectar negativamente os resultados de uma agência em cerca de 40%. O presente trabalho de investigação tem como objectivo avaliar a qualidade de serviço nas agências bancárias, tendo como inspiração mais remota o SERVQUAL de Parasuraman (1986) e um trabalho mais específico para a banca, realizado por Avkiran (1994) na Austrália. Não aceitando realizar uma simples réplica, seguimos de perto este estudo, adaptando-o a Portugal e alargando o seu âmbito para aspectos percepcionais ligados à cultura, País, educação, sexo e região de residência dos inquiridos. O instrumento de avaliação foi arquitectado com recurso a questionários e com a realização de uma série de testes inspirados no paradigma de Churchill (1979), tendo daí resultado dezanove variáveis distribuídas por quatro factores. Esse instrumento veio a ser testado em 14 agências dispersas por diversas regiões de Portugal continental, pertencentes a um banco de retalho de média dimensão que nos acolheu durante algumas semanas. O teste das hipóteses facultou a demonstração da generalidade das propostas, possibilitando a abertura de caminhos para os bancos agirem nos factores aqui identificados, onde a qualidade de serviço percebida pelo cliente é causa de insatisfação e de redução de fidelidade que pode conduzir ao abandono do banco, com repercussão na rendibilidade da agência, que é, não só a área com mais impacto e com mais visibilidade do banco, mas também a sua principal rede de distribuição e contacto com a clientela.
Evaluating bank branches focuses essentially on economic-financial models. It is crucial that models evaluating quality as perceived by customers perform the function for which they were designed. Today, it is known that poor service quality in the service industry may decrease an agency's revenue by about 40%. This research work evaluates service quality at bank branches. The work was inspired generally by Parasuraman's SERVQUAL (1986) and more specifically by Avkiran's work (1994) in Australia which targets the banking industry. We did not merely copy this work, but rather analysed if closely, adapted it to Portugal and extended it to perceptual aspects linked to culture, the country, education, gender and the region where the respondents live. The evaluation instrument was designed based on a questionnaire and on a series of tests inspired by the paradigm of Churchill (1979), which resulted in nineteen variables covering four factors. That instrument was tested at 14 branches in various regions of mainland Portugal belonging to a medium-size retail bank that collaborated with us for several weeks. Testing the hypotheses enabled us to demonstrate most of the proposals and to reveal paths by which banks may act according to the factors identified in this work. It was demonstrated that the service quality perceived by customers is a cause of dissatisfaction and of lower customer loyalty that may lead them to abandon the bank and may have an impact on the branch's profitability. Not only are branches a bank's greatest source of impact and exposure but also its main distribution network and means of contacting its clientele.
Evaluating bank branches focuses essentially on economic-financial models. It is crucial that models evaluating quality as perceived by customers perform the function for which they were designed. Today, it is known that poor service quality in the service industry may decrease an agency's revenue by about 40%. This research work evaluates service quality at bank branches. The work was inspired generally by Parasuraman's SERVQUAL (1986) and more specifically by Avkiran's work (1994) in Australia which targets the banking industry. We did not merely copy this work, but rather analysed if closely, adapted it to Portugal and extended it to perceptual aspects linked to culture, the country, education, gender and the region where the respondents live. The evaluation instrument was designed based on a questionnaire and on a series of tests inspired by the paradigm of Churchill (1979), which resulted in nineteen variables covering four factors. That instrument was tested at 14 branches in various regions of mainland Portugal belonging to a medium-size retail bank that collaborated with us for several weeks. Testing the hypotheses enabled us to demonstrate most of the proposals and to reveal paths by which banks may act according to the factors identified in this work. It was demonstrated that the service quality perceived by customers is a cause of dissatisfaction and of lower customer loyalty that may lead them to abandon the bank and may have an impact on the branch's profitability. Not only are branches a bank's greatest source of impact and exposure but also its main distribution network and means of contacting its clientele.
Description
Mestrado em Gestão / MBA
Keywords
banca qualidade de serviço satisfação do cliente expectativa percepção SERVQUAL banking service quality customer satisfaction expectations perception SERVQUAL
Pedagogical Context
Citation
Saínhas, Francisco João Real. 2007. "A qualidade de serviço percebida pelo cliente nas agências de um banco de retalho de média dimensão". Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão