Avaliação da experiência dos usuários do aplicativo móvel Banco Itaú

Abstract

Among the organizations, banks have stood out by the use of the applications as a way to facilitate the contact and the provision of services to its consumers. The use of mobile bankings jumped in use about 140% in the year 2016 when compared to the previous year. However, it should be noted that this technology is not always perfectly functional. Thus, this work has as general objective to analyze the main characteristics present in the evaluations of the users of a banking application. Its specific objectives are: to identify the main terms used by users in the positive and negative evaluations of the banking application; identify existing relationships between these terms, highlighting those most commonly used together; relate the most commonly used terms to the overall dimensions evaluated in mobile applications. This work has a quantitative approach to data collected in the Play Store® platform, and for this research, the Banco Itaú application of Banco Itaú S/A was selected. 300 user opinions were collected, divided into three groups: promoter users (4 and 5), neutral (3) and detractors (1 and 2). As a result, it can be highlighted, in the opinion of the promoters users, the high esteem for the practicality in carrying out the transactions and for the convenience presented in the platform. For the neutral users, it was perceived the little relationship and absence of a differential in the brand. Already for the detractors users, it was clear that the focus of their evaluation lies in the functionalities and in their perfect execution. It is concluded that the operation of the application is fundamental for the three groups of users and that the execution of their functions becomes the reason for satisfaction and complaints of the users.