A EVOLUÇÃO NA QUALIDADE DO ATENDIMENTO BANCÁRIO E A SUA RELEVÂNCIA PARA A FIDELIZAÇÃO DO CLIENTE

Abstract

Bank branches have become a place of great importance for people looking for financial solutions. However, in these moments the client is passive of finding himself in unpleasant situations that can be inherent to the low quality of service of certain agencies. Thus, the objective of this article is to analyze the evolution of bank branch services according to demand, and how the administration professional can contribute to this service. Bearing in mind how much a service can influence customer loyalty, this article seeks to answer the following problem question: How can management and can contribute to improving banking services and customer loyalty for this type of service? To answer this problem, bibliographic research in scientific articles and books was used as a methodology. This work is justified by the need to evaluate how the banking service system works, in order to attribute knowledge in various ways. In view of the above, it is valid to consider the need to implement improvement strategies in the service of bank branches and that the Administration has tools that can substantially contribute to this demand and help these institutions in the loyalty of their customers.