Índice de satisfação e seu impacto na fidelização de clientes: estudo de caso na agência Messejana da Caixa Econômica Federal

Abstract

Trade of today experiences a moment of profound and rapid change, whose adaptation time is shorter every day. Relations between service providers and their customers have changed, requiring understand this exchange. Such a scenario is also observed in the middle of operation of the bank. In this context, a case study of Messejana Agency (Caixa Econômica Federal, Fortaleza - CE) was selected. This research was based on literature review and case study. The identified general research problem was to understand how to establish customer loyalty process and the satisfaction level of the same. The main objective was to evaluate customer satisfaction, and to investigate the relationship between satisfaction and loyalty. Around that reality, it was established analysis parameters between the client-bank, and, from there, it traced the strengths and that need to be improved to build customer loyalty and ensure business competitiveness. It was found that, despite the limitations inherent in research, the variable overall satisfaction was the most impressive in the item loyalty. The company's image showed values between 5,60 and 7,87. Another important figure was the negative correlation of overall satisfaction index and the age of the respondent, who presented coefficient value -0,281, meaning the older lower overall satisfaction. It was concluded that consumers are not delighted and that the agency needs to invest in new loyalty strategies to ensure the maintenance of long-term customer.