Qualidade dos serviços bancários: uma análise comparativa entre a declaração estratégica da instituição financeira e a percepção dos clientes na cidade de Sousa - PB.

Abstract

The service industry is characterized by the wide involvement between customers and service providers, above all, because the quality attributed, often varies according to the perception of each customer at the time of service. The banking sector is a typical example of a service activity and, like others, is subject to different perceptions between what it propagates as a performance strategy and the opinion of its target audience in relation to its products and services. In this sense, the present work aimed to analyze whether the customer's perception of the quality of the banking service corresponds to the organizational strategic statement of a financial institution (bank) in the city of SousaPB. To achieve this objective, a research strategy was created that involved a quantitative approach, using descriptive statistics for data analysis and interpretation, in addition to the use of charts and tables to assist in the understanding of the findings. As a data collection instrument, the SERVQUAL Scale was used through the application of questionnaires, aiming to understand the perception of customers in relation to the five constructs of the scale: tangibility, reliability, responsiveness, security and empathy. 100 questionnaires were applied through the Google Docs forms platform, generating detailed analyzes of each item and in general, highlighting the main points. As a result, the analysis shows high levels of Expectations and low Perceptions in all dimensions, consequently, showing that the bank's service proposal does not coincide with the perception of its consumers. With the results, the financial institution can evaluate its actions and use the data to improve its future decisionmaking process, in order to improve the level of perception and service of its customers.