Identificação e mensuração dos direcionadores de valor no processo de tomada de decisão apontados pelos profissionais de instituições financeiras.

Abstract

The present study aims to identify and measure the value drivers appointed by professionals from financial institutions. As for the procedures, the research was of the bibliographic and survey type. The research universe was composed by professionals from bank branches in the cities of Sousa - PB, Cajazeiras - PB and Juazeiro do North - CE, obtaining a total sample of 54 observations. The survey data were collected through a semi-structured questionnaire, the questions were distributed by using a Likert-type scale with seven points. In the questionnaire, a total of 24 guiding questions that were divided into four factors, as expressed in Damodaran (2007). The problem was approached in a quantitative way through factor analysis, using as a parameter the degree of importance given by respondents to each variable guiding. The main result of the study was the attribution of a high degree of importance the guiding variables of the Innovation factor by the research participants.