A gestão da informação como instrumento para gerar e sustentar a qualidade no atendimento aos clientes: estudo de caso em uma instituição bancária

Abstract

The banking financial institutions have been working to achieve excellence in quality of its services, starting with the service to its customers. Bank products become more standardized through time. Given this context, the aim of this paper was to investigate how the information and knowledge management can effectively contribute for the ability of a financial institution to offer a high quality service to its customers. The methodology consists in an exploratory study, a case study, in which the qualitative research was made as an intensive direct observation. Through the analysis of tools and processes of generation and transmission of information from the financial institution investigated, there are proposals to improve processes related to the flow of information used by bank agencies and for the use of information management as a tool to attract more satisfied customers. The results indicate that knowledge management, as a centerpiece for the optimization of services provided by bank agencies, is a possible reality. The conclusion is that information management is, undoubtedly, a valuable tool for generating and sustaining the quality of customer service.