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Advisor(s)
Abstract(s)
A constante evolução tecnológica alterou a forma de comunicação e de relacionamento com os clientes, provocando um forte impacto no setor bancário.
A Banca introduziu as tecnologias emergentes como forma de diferenciação num mercado cada vez mais competitivo, para permitir maior acessibilidade e comodidade aos seus clientes e para aumentar a produtividade com a consequente redução de custos.
O objetivo deste estudo foi perceber como a inovação proporcionada pelos meios tecnológicos afeta a qualidade dos serviços, as expectativas e a satisfação dos clientes.
Pretendeu-se analisar o comportamento dos clientes da Caixa Geral de Depósitos (CGD) relativamente aos serviços self-service (caixautomática e caixadirecta on-line) e o perfil do cliente-tipo que os utiliza.
O estudo começou com uma revisão de literatura sobre o marketing, dando relevo ao marketing de serviços e à importância do marketing relacional. Seguidamente analisou-se o impacto que as tecnologias self-service têm na prestação de serviços, nos serviços bancários em geral e na CGD em particular.
Posteriormente, foi efetuado um estudo empírico, sendo formuladas cinco preposições de investigação que se pretendiam avaliar. Optou-se pelo método de amostragem não casual e foram inquiridos 204 clientes da CGD, à porta de agências deste Banco, representando a população portuguesa com mais de 18 anos, residente nos distritos de Braga e Porto.
O estudo demonstrou que os serviços mais utilizados são os levantamentos, compras e pagamentos, e que a idade, a escolaridade e o rendimento familiar são determinantes para a aceitação e utilização das tecnologias self-service. Esta utilização aumenta quanto menor é a idade dos utilizadores (18 aos 30 anos) e maior a escolaridade e o rendimento do agregado familiar.
Relativamente ao sexo e estado civil, não existem evidências estatísticas que sejam determinantes para a aceitação e utilização destes serviços.
Pode concluir-se que, embora os inquiridos demonstrem estar globalmente satisfeitos com os serviços self-service, não existe evidência de que estejam a aumentar a sua utilização e de que prefiram este serviço a outros (nomeadamente o tradicional face-to-face).
Throughout the years, technological evolution has deeply impacted the way Banks communicate and relate with their customers. The financial sector introduced emerging technologies as a means to differentiate in an increasingly competitive market, to allow for more convenient and accessible interactions with its clients, and to improve overall productivity and cost efficiency. This study’s goal was to understand how technological innovation affects service quality, and customers’ expectations and satisfaction. To answer those questions, an analysis of Caixa Geral de Depósitos (CGD) clients' behavior and typical profile was conducted, in what respects to self-service channels (caixautomática and online caixadirecta). The first task entailed a bibliography review about marketing, in particular related to services and relational marketing, followed by an analysis of the impact of self-service technologies on service delivery, for the banking sector in general and for CGD in particular. The following step was an empirical study around five theses, using a noncausal sampling methodology. The survey gathered 204 answers, in front of CGD agencies, all from Portuguese citizens above 18 years old, residing in Porto and Braga districts. Our study revealed that cash withdrawals, purchases and bill payment are the most popular services, and age, schooling and family income are key determining factors in the acceptance and utilization of self-service technologies. Self-service utilization increases when customers are young (below 30 years old), with good education and high income. As for sex and marital status, no statistical evidences were found that those factors determine acceptance and utilization of self-service channels. Finally, even though respondents were generally satisfied with self-service options, no evidence was found that utilization is increasing nor that this type of channels is preferred vs. traditional face-to-face interactions.
Throughout the years, technological evolution has deeply impacted the way Banks communicate and relate with their customers. The financial sector introduced emerging technologies as a means to differentiate in an increasingly competitive market, to allow for more convenient and accessible interactions with its clients, and to improve overall productivity and cost efficiency. This study’s goal was to understand how technological innovation affects service quality, and customers’ expectations and satisfaction. To answer those questions, an analysis of Caixa Geral de Depósitos (CGD) clients' behavior and typical profile was conducted, in what respects to self-service channels (caixautomática and online caixadirecta). The first task entailed a bibliography review about marketing, in particular related to services and relational marketing, followed by an analysis of the impact of self-service technologies on service delivery, for the banking sector in general and for CGD in particular. The following step was an empirical study around five theses, using a noncausal sampling methodology. The survey gathered 204 answers, in front of CGD agencies, all from Portuguese citizens above 18 years old, residing in Porto and Braga districts. Our study revealed that cash withdrawals, purchases and bill payment are the most popular services, and age, schooling and family income are key determining factors in the acceptance and utilization of self-service technologies. Self-service utilization increases when customers are young (below 30 years old), with good education and high income. As for sex and marital status, no statistical evidences were found that those factors determine acceptance and utilization of self-service channels. Finally, even though respondents were generally satisfied with self-service options, no evidence was found that utilization is increasing nor that this type of channels is preferred vs. traditional face-to-face interactions.