A satisfação por meio do valor percebido no setor bancário: comparativo entre os consumidores jovens e maduros

Autores

  • Caio Lima Rubim Fucape Business School
  • Silvania Neris Nossa Fucape Business School

DOI:

https://doi.org/10.47456/regec.2317-5087.2022.11.1.32070.81-103

Palavras-chave:

percepção de valor, satisfação, coortes

Resumo

O objetivo deste trabalho foi investigar como ocorre a relação da satisfação de clientes de serviços bancários com os atributos que formam o valor percebido (reputação, qualidade do serviço, conveniência e sacrifício monetário) quando se analisa a percepção de clientes jovens versus maduros.  Foi realizada análise de duas amostras de clientes bancários, 251 respondentes de 18 a 30 anos (jovens) e 267 acima de 50 anos (maduros). Procede-se ao teste de diferença de médias e regressão linear múltipla e os resultados apontaram diferença de médias entre os públicos e que todos os construtos da percepção de valor em relação à satisfação foram estatisticamente significantes e positivos. A interação dos construtos entre jovens e maduros por intermédio da análise de regressão linear múltipla apontou que somente qualidade do serviço foi significante, em ambos os casos.

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Biografia do Autor

Caio Lima Rubim, Fucape Business School

Mestre em Administração

Silvania Neris Nossa, Fucape Business School

Doutora em Ciências Contábeis e Administração

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Publicado

18-01-2022

Como Citar

Rubim, C. L., & Neris Nossa, S. . (2022). A satisfação por meio do valor percebido no setor bancário: comparativo entre os consumidores jovens e maduros. Revista Gestão & Conexões, 11(1), 81–103. https://doi.org/10.47456/regec.2317-5087.2022.11.1.32070.81-103

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