Antonio Cabezas, António Duarte Santos
A análise do comportamento dos clientes bancários tem sido considerada nos últimos anos com grande interesse pelo setor bancário internacional e ganhou maior relevância durante a crise económica e social que se iniciou entre 2007 e 2008. A globalização, vista como uma transformação simultânea na economia, política e cultura, deu origem a uma competição mais intensa e levou as empresas a aprofundaram os métodos para melhorar a aquisição e a fidelização de clientes.
The analysis of the behaviour of bank customers has been considered in recent years with great interest by the international banking sector and gained greater relevance during the economic and social crisis that began between 2007 and 2008. In this study, it is demonstrated that, currently, the element most relevant to customer satisfaction and loyalty in relation to its main bank in Portugal is trust. But there is a significant shift in banking activity, with a very different approach from what we have traditionally known, which could lead to a further decline in long-term customer trust.
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