Canais alternativos automatizados e relacionamento com os clientes: a percepção dos gestores das agências bancárias em santana do livramento-rs

Abstract

The digital age has brought about changes in society, including the way of doing business. The Internet has come to be considered the main media used by both individuals and organizations, especially the banking sector, which has grown the most and benefited from the set of changes imposed by this new time. In this sense, this study focused on the banking sector, one of the ones that invest the most in technology to better offer its products and services, through alternative automated channels (CAA), qualify service, strengthen the relationship with its customers, and gain competitive differential . This study investigated - "That there is a relatinship between the use of CAA in the relationship with customers, in the perception of the managers of the banking agencies of Santana do Livramento?" He used the case study method with a qualitative approach of the descriptive type, aiming to answer the question of research. As a data collection instrument, a semi-structured questionnaire was applied to the respondentsmanagers of the six local agencies. And for data analysis, he adopted Content Analysis (CA) techniques based on Bardin (2016). The results found evidenced influences of the use of CAA in the relationship between banks and clients by most agencies (5/6), such as ease of access to products and services by clients, greater provision of services by banks and maximization of service time despite some identified difficulties. The aim of the study was achieved, with the limitations inherent in a case study.