Share This Article:

Quality Perception Evaluation: A Case Study of a Private Bank Branch in Campina Grande, PB

Abstract Full-Text HTML XML Download Download as PDF (Size:260KB) PP. 86-97
DOI: 10.4236/ib.2015.72011    5,071 Downloads   5,485 Views   Citations

ABSTRACT

Marketing can be understood as the instrument used by companies to determine the needs of its customers and to create mechanisms in order to supply such needs and bring the company better chances of success. The financial sector in Brazil often involves great challenges; thus as to survive and grow in marketing it is necessary to implement some actions that enable greater proximity between companies and customers; to understand their needs and to be more flexible in order to offer more quality, individually. Currently, there is no significant differential used by the companies on their products and services, and therefore, it is necessary to create marketing strategies so as to achieve and maintain market share. Thus, the purpose of this paper is to evaluate the perception of quality in the services provided by a bank, located in Campina Grande, Paraíba, Brazil. Regarding the methodological aspects, this study is characterized as exploratory and descriptive, being a case study, with a quantitative analysis approach. The findings revealed that the agency still falls short in many criteria that concern its customers. Consequently, it is necessary that the company improves its employees’ qualification, starts to listen and respond to customers’ suggestions, and also has some flexibility in its services. Therefore, the agency should review the points that should be improved in order to prevent their customers to seek for services provided by other agencies that offer quality services.

Conflicts of Interest

The authors declare no conflicts of interest.

Cite this paper

Alves, A. , Ramalho, Â. , Silva, S. , Lacerda, C. , Lima, J. and Silva, F. (2015) Quality Perception Evaluation: A Case Study of a Private Bank Branch in Campina Grande, PB. iBusiness, 7, 86-97. doi: 10.4236/ib.2015.72011.

References

[1] Dias, S.R. (2006) Gestao de marketing. Saraiva, Sao Paulo.
[2] Kotler, P. and Keller, K.L. (2007) Administracao de Marketing. Pearson, Sao Paulo.
[3] Kotler, P. and Fox, K.F.A. (1994) Traducao de Ailton Bonfim Brandao marketing estratégico para instituicoes educacionais. Atlas, Rio de Janeiro.
[4] Matos, L.R.A. (2004) A relevancia do merketing nas instituicoes particulares de ensino superior da cidade do Rio de Janeiro: Uma análise critica dos modelos aplicados às IES. https://pt.scribd.com/doc/38702990/A-RELEVANCIA-DO-MARKETING-NAS-INSTITUICOES
[5] Gronroos, C. (2009) Marketing: Gerenciamento e servicos. Trad. de Cristina Bazán. Rio de Janeiro, Campus.
[6] American Marketing Association (1960) A Glossary of Marketing Terms. Chicago.
[7] Téboul, J. (1999) A era dos servicos: Uma nova abordagem ao gerenciamento. Qualitymark, Rio de Janeiro.
[8] Kotler, P. (1998) Marketing sem segredos. Bookman, Porto Alegre.
[9] Lobo, J.R.M. and de Abreu, J.A.P. (2007) Atributos de Valor Determinantes Para a Escolha de Uma IES Na Perspectiva dos Clientes Potenciais de Um Curso de Especializacao Em Financas. http://www.latec.uff.br/bt/V2008/numero1/PDF/BT026_2007.pdf
[10] Figurelli, J.C.R. (2001) Qualidade em instituicoes de ensino superior: Um estudo de caso-avaliando as percepcoes dos públicos envolvidos.
http://biblioteca.universia.net/autor/Figurelli,%20Jos%C3%A9%20Carlos%20Resmini.html
[11] Correa, H. and Gianesi, I. (2010) Administracao Estratégica de Servicos: Operacoes para a Satisfacao do Cliente. Editora Atlas, Sao Paulo.
[12] Las Casas, A.L. (2005) Marketing: Conceitos, exercícios, casos. 7 Edition, Editora Atlas, Sao Paulo.

  
comments powered by Disqus

Copyright © 2018 by authors and Scientific Research Publishing Inc.

Creative Commons License

This work and the related PDF file are licensed under a Creative Commons Attribution 4.0 International License.