Marketing can be understood as the instrument used by companies to determine the needs of its\ncustomers and to create mechanisms in order to supply such needs and bring the company better\nchances of success. The financial sector in Brazil often involves great challenges; thus as to survive\nand grow in marketing it is necessary to implement some actions that enable greater proximity\nbetween companies and customers; to understand their needs and to be more flexible in order to\noffer more quality, individually. Currently, there is no significant differential used by the companies\non their products and services, and therefore, it is necessary to create marketing strategies so\nas to achieve and maintain market share. Thus, the purpose of this paper is to evaluate the perception\nof quality in the services provided by a bank, located in Campina Grande, ParaÃ?Âba, Brazil.\nRegarding the methodological aspects, this study is characterized as exploratory and descriptive,\nbeing a case study, with a quantitative analysis approach. The findings revealed that the agency\nstill falls short in many criteria that concern its customers. Consequently, it is necessary that the\ncompany improves its employeesââ?¬â?¢ qualification, starts to listen and respond to customersââ?¬â?¢ suggestions,\nand also has some flexibility in its services. Therefore, the agency should review the points\nthat should be improved in order to prevent their customers to seek for services provided by\nother agencies that offer quality services.
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