A satisfação por meio do valor percebido no setor bancário: comparativo entre os consumidores jovens e maduros
DOI:
https://doi.org/10.47456/regec.2317-5087.2022.11.1.32070.81-103Palavras-chave:
percepção de valor, satisfação, coortesResumo
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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