Net promoter score: análise comparativa do grau de satisfação de clientes dos segmentos de baixa e alta renda de uma unidade de negócios bancária

Abstract

This study aims to measure the level of satisfaction of customers from the low- and high-income segments in a business unit of a banking institution, using the Net Promoter Score (NPS) method as the basic metric. The quantitative research, typified as a case study, used questionnaires among the customers of the bank business unit analyzed to collect data. The results of the survey indicated a homogeneity in the level of customer satisfaction, both in the general NPS index and in the detailed aspects, regardless of income segments. There was a preference among customers for online services, reinforcing the importance of these channels in user experience and satisfaction. In addition, the analysis of the various factors revealed the importance of aspects such as online security, clarity of information and efficiency in resolving problems, highlighting these elements as the main drivers of satisfaction and consequent achievement of the institution's goals, regardless of the customer's income bracket. The issue of standardized service can also be highlighted, regardless of customer income, as both consumer profiles had high satisfaction rates.