A construção da lealdade a bancos digitais

Abstract

The advance of technology motivates transformations in the way which businesses are handled which does not appear to be different on the financial system. On this sector, a huge number of institutions are arriving with businesses models focusing on 100% digital services, for young customers, personalized treatment and low taxes. With that in mind, this study focused on the analysis of the determinant aspects to reach customer’s loyalty of the fintech’s users, while making comparisons with traditional brazilian banks. The research was made with 52 respondents, mostly young people, up to 30 years old and analyzed aspects as customer’s satisfaction, relationship and loyalty. The research was made through application of survey and use of descriptive statistics. Results shown that Nubank has the best levels of satisfaction, structured relationships and loyalty when compared to traditional institutions, this could be perceived mostly on aspects such as resistance to persuasion and positive word of mouth.