A retenção de clientes em uma instituição financeira em um segmento de clientes do tipo pessoa jurídica

Abstract

The objective of this study was to understand the customer retention of legal entities (MSEs – Micro and Small Enterprises) in a financial public institution. The Financial Institution is one of the main public policy agents of the Federal Government. Identifying the motives that might have led to the desertion of customers and proposing directives to leverage customer retention of this segment in the study was the focus of this research. A qualitative research of an exploratory nature was carried out, operationalized through in-depth individual interviews with a semi-structured approach, by means of the application of a Basic Screenplay Quiz for fourteen customers of the type legal entities and nine managers of the Public Financial Institution. After conducting the interviews, the results were analyzed based on the concepts of service quality and customer satisfaction and their impact on customer retention. Therefore, actions were proposed to leverage the customer retention of legal entities (MSEs) for the Public Financial Institution in the study. The results revealed a set of factors that influence both customer retention and loss. Factors such as subsidized credit lines and relationships with Managers are strong reasons that keep customers with the Institution under study. On the other hand, problems with systems and processes cause customers to migrate to other financial institutions. Investment in processes, technology, and people contributes to the digital transformation necessary for the institution to continue striving for service quality, satisfaction, and customer retention.