Antecedentes da Lealdade em Serviços Bancários

Anabela Marcos, Andreia Antunes


Objectivo: O objectivo deste estudo é tentar compreender quais são os principais determinantes da lealdade no setor bancário.

Design/metodologia/abordagem: Esta investigação propõe um modelo teórico que será testado usando os modelos de equações estruturais (SEM). Foi desenvolvido um questionário para investigar a influência de variáveis como a comunicação, a satisfação, a reputação, a confiança e o compromisso relacional na lealdade. Foram recolhidos 150 questionários de uma amostra de clientes da Caixa de Crédito Agrícola de Cantanhede e Mira.

Resultados: Os resultados do modelo de equações estruturais mostram que as variáveis confiança e compromisso exercem uma influência direta na lealdade. Já as variáveis satisfação e reputação têm um efeito indireto na lealdade, através das variáveis confiança e compromisso. Por último, a variável comunicação tem um impacto direto apenas na satisfação e exerce um efeito indireto na lealdade, via satisfação, reputação, confiança e compromisso.

Originalidade/Valor: Esta investigação examina o papel mediador das variáveis reputação, satisfação, confiança e compromisso na relação entre a variável independente, a comunicação, e a variável final, a lealdade, numa perspetiva relacional.


Marketing Bancário, Lealdade, Determinantes da Lealdade

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