O cliente de serviços bancários e inovatividade: Um estudo de caso na agência Praça do Ferreira do Banco Santander

Abstract

This paper aimed to study the process of innovativeness applied to Santander Bank clients in adopting the new banking service model and how they are reacting to these technological changes. In addition, it sought to understand technological changes in the financial system as a whole and to analyze Banco Santander's specific changes. Two assumptions have been considered: educated customers receive these changes better and have benefits from it; and that the national financial system will undergo even more drastic changes in its service model. Bibliographic research was used to describe the history of the banking sector in Brazil and its transformations, besides exposing the history of the Santander Bank. As a method, the accessibility criterion was used to apply a questionnaire to clients who use banking procedures at Santander Bank agency located on Praça do Ferreira, in Fortaleza. The obtained results indicate the acceptance of the hypothesis that the most educated customers get advantage of the new online services available and get benefits from them, although there is an innovative presence in itself, this answer is not directly translated into product use. It was also noted that, according to customers, the Santander Bank is well inserted in the innovation process in which the sector is undergoing.