O marketing de relacionamento como estratégia de fidelização: fatores relevantes para a satisfação dos clientes do setor bancário

Abstract

Relationship Marketing, based on customer satisfaction through a long-term relationship, has become indispensable in loyalty and retention strategies for companies that want to excel in competitive markets. Therefore, it impacts the demand and profitability of many organizations. It is increasingly necessary for companies to win loyal customers through strategies that are in line with their interests and needs. The objective of the research is to analyze the relationship between the concepts of Relationship Marketing and the attributes that customers value most in the choice and preference of a banking service. Additionally, we sought to assess whether the research results reveal that financial institutions can consider such attributes for the planning of strategies that result in lasting relationships with customers. The results prove that service and ease of access are directly linked to satisfaction and loyalty. In addition, items related to employees, accessibility, digital channels and security are valued by customers and therefore help in the relationship of banking institutions with their customers.