Marketing de relacionamento: contributo do atendimento ao cliente na fidelização de clientes- o caso do banco comercial e de investimentos (bci), agência da vila-sede do distrito de marracuene (2017-2021)

Abstract

The present work aims to understand the importance of good customer service to customer loyalty. To this end, a case study was carried out at Banco Comercial e de Investimentos, Branch of the Headquarters Village of the District of Marracuene, in Maputo Province, between 2017 and 2021. Where, through the qualitative and quantitative method, with a sample composed of 102 individuals, of which 100 were clients of the organization in question and 02 employees also of the organization in question, it was concluded that despite the efforts made by the management of Banco Comercial e de Investimentos, Branch of the Headquarters Village of the District of Marracuene, the customer service does not contribute positively to customer loyalty. One of the reasons that can be pointed out to explain this scenario has to do with the employee-customer ratio, which is lower, that is, there are few employees to serve a profusion of customers on a daily basis, thus making the service slow and weak and consequently creating dissatisfaction on the part of customers and with it their non-loyalty.