A estrutura de valor para o cliente pessoa física no varejo bancário brasileiro: desenvolvimento de uma escala de mensuração

Abstract

Acquiring customer.s lifetime consumption loyalty is in the target of every company which intends to be effective in the marketplace. In this sense, an approaching which is becoming highlight both in academic and business fields is the identification of customers. most valorised attributes of an enterprise, product or service. Thus, developing and implementing strategies which may acquire, in a lasting way, the customer consumption preference, focusing his up to day and future business is becoming possible. The financial sector is wellknown for being one of the most competitive and dynamic in the market. In Brazil, this sector is passing through important changes since the 1990.s, due specially to the reduction of the inflation rates, competitors increase, wide technological modernisation and increase of theopening bank accounts population. This situation is particularly observed in retail banks. In this context, understanding and supplying customer.s desires and needs becomes essential. However, there is a lack of studies on customer.s perception of value, specially studies dealing with an economy.s sector, consumers segments or a specific geographical region. The objective is to develop a model which represents the Customer Value Structure, that is, attributes which the consumer perceives as important and significant so that he/she will continue to be loyal to a determined supplier. In order to get more focus and strategicprecision, the model was developed based on a wide sample of retail banks. customers in Brazil and was empirically tested in a specific segment. The applied methodology is based on the process of triangulation, in which the qualitative approach works as a solid base for the quantitative one. In this way, it was developed an inedited scale, by focus group interviews and later statistical analysis using factor analysis. The scale passed through two purification process, and it was approved by several reliability and validity tests. The methodology, whichmodus operandi is described in details, may be considered as relevant as the scale itself, because it may be used for other studies which aim to get the Customer Value Structure according to the defined specification. At the end of the work are presented the study limitations and suggestions for new researches.