Avaliação da qualidade do cartão de crédito tako do Banco Comercial e de Investimentos - pelo modelo conceitual da qualidade em serviços

Abstract

The present research addresses the quality management in the services sector and intends to verify a specifically to what extent the performance of the BCI's Tako card meets the requirements of identified in the conceptual model of quality in services. This model arises in the context of the need to control conformity between expectations consumers and the perception of the service provided, through the verification of possible gaps between the expectations and perceptions of management, employees and customers. The application of the model consisted essentially of a quantitative assessment of the results of a survey aimed at bank customers who are users of the Tako card. Counted also with interviews with BCI employees in addition to consulting works and documents relevant to the matter. From the research, it was found that despite the effort of this institution to carry out studies of market to assess the level of satisfaction of its customers, there is not in the organization procedures to identify and improve the quality level of the Tako card. The survey results also show that the quality of the services of the Tako Card is considerably good, as the perception that customers had of this corresponded almost fully to your expectations. However, two important points were identified improve: greater realism in external communications because, according to customers, the performance of The card did not meet the expectations created by the advertisements published in the media. communication, and creating more visible clues so that customers realize that the credit card credit is as simple and easy to access as it was intended in the scope of its conception.(NOSSA TRADUÇÃO)