TITLE:
Quality Perception Evaluation: A Case Study of a Private Bank Branch in Campina Grande, PB
AUTHORS:
Allan Carlos Alves, Ângela Maria Cavalcanti Ramalho, Sandra Sereide Ferreira da Silva, Cicero de Sousa Lacerda, Juaceli Araújo Lima, Fabio Adriano Pereira da Silva
KEYWORDS:
Marketing, Services, Quality Services
JOURNAL NAME:
iBusiness,
Vol.7 No.2,
June
18,
2015
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.