Relationship Marketing in the Banking Sector: a Customer Loyalty Quest after Portability
Name: GRACIELLE ANTUNES CANGUSSU REZENDE
Publication date: 12/12/2016
Advisor:
Name |
Role |
|---|---|
| EMANUEL RODRIGUES JUNQUEIRA DE MATOS | Advisor * |
Examining board:
| Name |
Role |
|---|---|
| FLAVIA MENEGUELLI RIBEIRO SETUBAL | External Examiner * |
| TERESA CRISTINA JANES CARNEIRO | Internal Examiner * |
Summary: The purpose of this paper is to identify the relationship between the main constructs of relationship marketing and customer loyalty in financial institutions in the presence of portability. Furthermore, this work was based in theoretical terms such as relationship marketing, customer satisfaction, service quality, perceived value, trust, banking portability and customer loyalty. A quantitative study in which, for the data collection, a survey was performed, with the application of 418 questionnaires, applying the snowball sampling technique, a non-probabilistic sampling used in social research. Data were tabulated and analyzed using SPSS Statistical 22 (Statistical Package for Social Sciences), a software that permit a descriptive and multivariate statistics analysis. The results showed a positive and significant relationship between satisfaction, quality, perceived value and customer loyalty in financial institutions. Bank portability does not influence customers when choosing the main bank. In addition, financial institutions, in order to form their marketing strategies, must consider such variables in the planning of their strategic actions, i.e, they must identify which features are most valued by customers
