Marketing de relacionamento : um estudo de caso de clientes pessoa jurídica de uma agência bancária.

Abstract

ABSTRACT Studies show that a bank's performance is influenced by the of relationship that its agencies have and maintain with their Legal Person clients. Therefore, improving the relationship marketing of the bank agencies with their Legal Person clients is necessary. In these terms, the study aimed to develop a set of relationship marketing actions required to retain and ensure a long term loyalty of Legal Person customers in a Bank Presença agency in the city of Venâncio Aires - RS. Data gathering for the research happened using the critical incident technique, in a qualitative phaseand then the results rose a questionnaire. This questionnaire was used for data gathering on quantitative phase, on the degree of importance that the Legal Person clients attribute to items of relationship marketing. On the quantitative phase 75 companies were questioned, corporate clients of the Bank Presença agency in the city of Venâncio Aires - RS. The methodology is characterized by a qualitative exploratory and also descriptive and quantitative study. The structure of the relationship marketin survey was arranged by 28 variables and eight factors of relationship. After applying the factorial analysis with varimax rotation seven factors were kept. The result of the factorial analysis explains 78,95% of the variance of the data supplied by the28 original relationship variables, through seven confirmed factors. Cluster analysis was used, which resulted in the formation of two clusters. The analysis of the data, in addition to the univariate and multivariate analysis involved the Cronbach's alpha and Student's t-test. After the data analysis, the main result obtained was that there are two groups of companies analyzed with significant differences in communication items, fees, tariffs, credit facilities, products and services. In this regard a matrix of marketing recommendations was made for each factor identified in the factorial analysis in addition to the three factors identified with significant differences between the two clusters. At the conclusion of this study it will be possible to monitor the discussion of results, academic and managerial implications, limitations and suggestions for future studies.