FIDELIZAÇÃO DE CLIENTES NAS AGÊNCIAS BANCÁRIAS: UM OLHAR VOLTADO AO MARKETING

Abstract

Customer satisfaction and loyalty is a concern for bank branches that operate mainly at a time of financial instability and that need solutions to keep their operations active and profitable. In this perspective, this article discusses the importance of banking marketing in customer loyalty, highlighting the role of the administrator in this context. Several elements are essential to achieve customer loyalty. From this point of view, the problem addressed seeks to understand how marketing can contribute to customer loyalty in banking institutions. The objective of this work was to demonstrate the influence of marketing and customer loyalty to bank branches. For this purpose, a bibliographic review of previously published studies was used as a scientific methodology. It features an exploratory and descriptive research of the results obtained from the collection of data from the selected bibliographic reference. The results obtained allow us to consider that marketing is directly linked to customer loyalty activities and evolve according to social demand, where organizations, accompanied by a professional administrator, can achieve greater customer satisfaction and loyalty.