A retenção de clientes em uma instituição financeira no segmento da viticultura da Serra Gaúcha

Abstract

This research sought to understand customer retention at a financial institution in Serra Gaúcha. The researched institution is a large Brazilian bank with a representative portfolio in the financing of agribusiness. In the viticulture segment, the main agricultural activity in Serra Gaúcha, the largest grape production hub in Brazil, the financial institution has been losing customers in its operation in recent years. Finding the source of this evasion and enhancing customer retention in this segment, therefore, was the focus of the research. To this end, a qualitative research of an exploratory nature was carried out, operationalized through the technique of individual interviews in depth, with a semi-structured approach, through the application of Basic Question Routes for fifteen interviewees (six customers with active costs, six customers without active costs and three General Managers of the Financial Institution). After analyzing the results, a focus group was held with the three managers interviewed in the first phase of the research, presenting the results for their validation. As results, a set of factors was found that led to the loss of customers. Engineering problems with regard to products and / or services difficulties in the operation or provision of services with an impact on customer satisfaction, relationship and customer retention or loyalty; excessive product focus to the detriment of customers; the use of a national strategy creating disadvantage compared to competing institutions with regional operations are some of the findings of the study.