| Resumo: | Quality is regarded as one of the main objectives to achieve in a successful organization, where the corporate policy is defined around of how to stay efficient while achieving the quality requirements defined by the consumer. Thus, companies in the banking sector are concentrating their efforts to achieve excellence, beginning with the service channels, which represent the point of contact with their clients. This dissertation aims to deepen the study on the use of two major distribution channels: the traditional bank branch and the Internet, having as backdrop the perceived of quality of service. In this context, factors influencing the choice and use of banking channels were related to assessments of their quality, allowing to create segments of consumers and to draw strategic conclusions on areas where the service quality provided by the distribution channel is poor and needs attention from the bank. The research methodology was based on a literature research on the following fields: banking marketing, banking distribution and perceived quality of the services provided. The study was conducted in two phases. The first corresponds to the creation of a scale to measure the perceived quality of the two channels mentioned, through a Factor Analysis and Internal Consistency. Finally, the second phase consists of applying a questionnaire to a final sample of 225 subjects and on the interpretation of data obtained through the Importance-Performance Analysis and also, through the non-parametric tests, Mann-Whitney and Kruskal-Wallis and the Correlation Coefficient Spearman's Rho. |
|---|