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Authors
Advisor(s)
Abstract(s)
O trabalho aqui apresentado teve como principal objetivo efetuar uma análise da perceção que os clientes bancários em Portugal têm sobre a importância da personalização dos serviços online bancários e da facilidade de uso para a sua satisfação com estes mesmos serviços. Foi ainda um objetivo deste trabalho perceber em que medida a satisfação dos clientes com os serviços bancários digitais influencia ou não a confiança dos clientes na sua principal instituição bancária.
Por forma a cumprir com o objetivo proposto e a testar o modelo conceptual, foi efetuado um questionário online do qual se conseguiu obter um total de 202 respostas. No presente estudo avaliou-se o impacto da personalização do serviço online e da facilidade de uso na satisfação dos clientes com o serviço online. Foi ainda estudado o efeito da satisfação dos clientes com os serviços digitais bancários na confiança global dos mesmos na sua principal instituição bancária.
Os resultados obtidos permitiram concluir que a personalização dos serviços online bancários e a facilidade de uso, têm um impacto positivo na satisfação dos clientes com os serviços digitais bancários.
Por outro lado os resultados obtidos neste estudo permitiram também concluir que a satisfação dos clientes com os serviços bancários digitais tem um impacto positivo na confiança global dos clientes com a sua principal instituição bancária.
The main objective of this paper is to analyze the perception that banking clients in Portugal have about the importance of personalizing online banking services and facility of use for their satisfaction with these same services. It was also an objective of this work to understand the extent to which customer satisfaction with digital banking, influences customer confidence in its main banking institution. In order to comply with the proposed objective and to test the conceptual model, an online questionnaire was made, obtaining a total of 202 responses. In the present study, it was evaluated the impact of online service customization and ease of use on customer satisfaction with online service. It was also studied the effect of customer satisfaction with digital banking services on their global trust in their main banking institution. The results obtained allowed us to conclude that the personalization of online banking services and ease of use have a positive impact on customer satisfaction with digital banking services. On the other hand, the results obtained in this study also allowed us to conclude that customer satisfaction with digital banking services has a positive impact on clients' overall confidence with their institutional bank.
The main objective of this paper is to analyze the perception that banking clients in Portugal have about the importance of personalizing online banking services and facility of use for their satisfaction with these same services. It was also an objective of this work to understand the extent to which customer satisfaction with digital banking, influences customer confidence in its main banking institution. In order to comply with the proposed objective and to test the conceptual model, an online questionnaire was made, obtaining a total of 202 responses. In the present study, it was evaluated the impact of online service customization and ease of use on customer satisfaction with online service. It was also studied the effect of customer satisfaction with digital banking services on their global trust in their main banking institution. The results obtained allowed us to conclude that the personalization of online banking services and ease of use have a positive impact on customer satisfaction with digital banking services. On the other hand, the results obtained in this study also allowed us to conclude that customer satisfaction with digital banking services has a positive impact on clients' overall confidence with their institutional bank.
Description
Mestrado em Gestão e Estratégia Industrial
Keywords
Personalização do serviço Facilidade de uso Satisfação serviços digitais bancários Confiança Service customization Quality Satisfaction Online banking services Trust e-service
Pedagogical Context
Citation
Pebre, Fábio Miguel de Paiva (2017). "Antecedentes da satisfação e da confiança nos serviços bancários digitais". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão