Análise das inovações tecnológicas organizacionais no setor bancário e a adesão dos clientes: um estudo de caso no Banco Santander

Abstract

The present study aims to generally clarify the reasons why customers public servants, Federal University of Ceará holders of the Tour Banking Service (PAB) –Santander Banking, located in the Rectory prefer to transact with a simple box, the agency, be used for selfservice channels such as ATMs, internet banking, mobile banking and superlinha, they would save time. To perform this study, two basic activities stood out: the theoretical and methodological procedures used in data collection, based on the perception of customers, from a questionnaire. The results indicate that the customer profile of PAB includes males over age 50 who earns more than six minimum salaries. In most clients have complete higher education / studying or have completed Masters / PhD and mainly occupy the post of Technical Administrative Server. Majority of the interviewees checking account and half have at least have the capitalization or credit card. It was noticed a low utilization of the Internet Banking and that the self-service channel most used is the ATM. It was also found that all customers who said they did not use the ATM, Internet Banking and superlinha do not use justified for not trusting in the channel. Finally, we emphasize that it is important to meet the needs and expectations of the customer and to the extent possible, exceed them.