Avaliando indicadores de desempenho não-financeiro no setor de serviço, sob a perspectiva do cliente: o caso de uma agência bancária na cidade de Sousa, PB.

Abstract

The search for a better administration of the practices organizational, mainly those related to the measures of acting not financial needs to be revised to each instant and perfected, in the intention of guaranteeing that the use of the managerial information is capable to satisfy the managers' needs and the others interested in the managerial information. Being like this, this study discusses the use of indicators not financial in the mensuration of the managerial acting of a bank agency, under the client's perspective, as way to look for new means of rendering your services and supposedly to maintain the fidelity of the client. For that, 196 classic clients of the agency were researched in study of a total of 400 clients. For the collection of the datum a questionnaire was used with objective questions in form of assertive in the intention of knowing aspects related to the problem of the research. It was used of SPSS, version 8.0, to make the descriptive analysis of the datum, as well as the factorial analysis. What was found starting from the found factors they demonstrate that it is necessary to ponder efforts on the part of the managers to assist the client's demands mainly to the related to employees, image of the institution, readiness, agility, setup of the service and physical facilities. It is suggests that other researches are accomplished involving other indicators mainly involving other perspectives no financial, or still trying to accomplish the existent relationship among indicators not financial and financial.