Avaliação do nível de satisfação do cliente após a implantação de uma nova estrutura de atendimento: uma análise no segmento governo em uma instituição financeira brasileira

Abstract

This study measures the level of customer satisfaction in the relationship with the new business platform of the government segment in a Brazilian public financial institution. That, according to its strategic planning, carried out a restructuring in relation to customer service, creating new service structures specific to certain segments, among them the government segment. In addition, to measure the level of client satisfaction, a new scale adapted to the context of this study was developed, based on the Kang and James (2004) scale. The quantitative data extracted from the questionnaires were treated with the application of multivariate statistical analyzes. It was also performed a comparative analysis of the contribution margin data of these clients and calculated the lifetime value of the clients. The research had a qualitative stage, composed of interviews with managers of the financial institution in order to identify the perceptions and difficulties encountered in the implementation of this new service structure. The results show that there is a high level of customer satisfaction in relation to the new business structure, and they contribute to understanding the ways of doing business through the understanding of the variables and correlations that lead to customer satisfaction.