O uso do serviço E-bank do BCI para a atracção e fidelização de clientes

Abstract

The worldwide web has become a vast marketplace for both businesses, due to the wide geographic reach of potential customers, and consumers, who have various acquisition alternatives, allowing them to be increasingly demanding when selecting products or suppliers. The banking sector was selected for analysis due to the fear of manipulation of bank accounts and access to other services through the Internet. In this context, the objective of this research is to examine the role that the internet plays as a marketing tool in the process of customer loyalty and attraction for Banco Comercial e de Investimentos (BCI), as well as in the process of attracting new customers. This is a qualitative and descriptive study, in which a bibliographic research was carried out, interviews were conducted with the marketing team of BCI to verify how the bank uses the internet to approach customers, and an opinion survey was conducted with 54 customers, classified as users and non-users of internet banking services. The aim of the research was to analyze the reasons for adopting or not adopting the service, expectations, perception, and level of customer satisfaction. The results showed that there is a resistance from customers to use the internet due to a lack of trust, and that the communication and advertising strategies of all bank products and services through the internet do not perform well, as most respondents claim to have never seen any BCI advertising on the web. However, overall, customers are satisfied with the service performance and recognize that the internet is an efficient tool to attract and retain customers, although BCI does not fully utilize it. To overcome this deficiency, it is recommended that the bank develops more marketing communication actions, clearly showing the advantages that potential customers can acquire by joining e-banking and using the internet more, and integrating physical and virtual channels to maximize their contribution to the loyalty process.