Marketing de relacionamento: o impacto dos aspectos relacionais na atitude dos clientes em modelos de negócios que usam aplicativos

Abstract

The use of technology encouraged changes on the nowadays business models. However, relaction practices show as differential for the companies that search competitive advantages. In the brazilian financial sector, this search gained a new route with the entry of Nubank, a startup that brought a 100% digital proposal and pleased the younger people. With that in mind, this monography focused on analizing how the customer attitude is impacted by the Relationship Marketing in traditional credit card business models that use applications compared to the model proposed by Nubank. The descriptive-exploratory research was done with 105 participants from 12 different states and analyzed the variables: satisfaction, fidelity, retention/churn and knowledge of image and brands. Was done by the application of structured quizzes and by the use of netnography. Netnography research was aplied with structered questionaries. The results indicated that the relationship of perception is perception more positively Nubank than traditional credits, this is reflected in the compounds of attitude: cognitive (associations favorable to the brand), affective (client satisfaction) and behavioral (word-of-mouth communication favorable, defend company, less propensity to churn, consumer preference and loyalty).