A banca, as novas tecnologias e o consumidor

: o caso da Caixa Geral de Depósitos

Abstract

Throughout the years, technological evolution has deeply impacted the way Banks communicate and relate with their customers. The financial sector introduced emerging technologies as a means to differentiate in an increasingly competitive market, to allow for more convenient and accessible interactions with its clients, and to improve overall productivity and cost efficiency. This study’s goal was to understand how technological innovation affects service quality, and customers’ expectations and satisfaction. To answer those questions, an analysis of Caixa Geral de Depósitos (CGD) clients' behavior and typical profile was conducted, in what respects to self-service channels (caixautomática and online caixadirecta). The first task entailed a bibliography review about marketing, in particular related to services and relational marketing, followed by an analysis of the impact of self-service technologies on service delivery, for the banking sector in general and for CGD in particular. The following step was an empirical study around five theses, using a noncausal sampling methodology. The survey gathered 204 answers, in front of CGD agencies, all from Portuguese citizens above 18 years old, residing in Porto and Braga districts. Our study revealed that cash withdrawals, purchases and bill payment are the most popular services, and age, schooling and family income are key determining factors in the acceptance and utilization of self-service technologies. Self-service utilization increases when customers are young (below 30 years old), with good education and high income. As for sex and marital status, no statistical evidences were found that those factors determine acceptance and utilization of self-service channels. Finally, even though respondents were generally satisfied with self-service options, no evidence was found that utilization is increasing nor that this type of channels is preferred vs. traditional face-to-face interactions.

Date of Award	6 Dec 2013
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Filipa da Rocha de Castro e Côrte-Real (Supervisor)