Análise da Qualidade de Serviços Bancários on-line pelo Computador: Um Estudo sob a Ótica dos Clientes no Papel de Usuários
Authors: Dias Tania Regina Frota Vasconcellos , Macedo Marcelo Alvaro da Silva 
Published: October 2017

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</style> <![endif]--> <p class="MsoBodyText" style="text-align: justify;"><span style="font-size: 12pt; font-weight: normal;">O aumento da competitividade na economia global trouxe para as empresas uma preocupação que consiste em oferecer bens e serviços com qualidade para uma clientela cada vez mais exigente. Tendo em paralelo uma tendência irreversível da crescente industrialização do setor de serviços que cada vez mais utiliza novas tecnologias, principalmente o processamento eletrônico de dados e de telecomunicações, deve-se ampliar a importância deste setor através do desenvolvimento de técnicas de gestão adequadas, não esquecendo da preocupação que se deve ter com a qualidade e produtividade do mesmo para que contribua cada vez mais para melhoria do padrão de vida das pessoas. Esta pesquisa teve como objetivo analisar a qualidade dos serviços bancários <em>on-line</em> pelo computador sob o ponto de vista dos clientes no papel de usuários. Utilizou-se abordagem de aporte do método qualitativo ao quantitativo, com aplicação de questionário aberto aos clientes, em entrevista face a face e questionário fechado construídos com frases-resposta e escala ordinal, tratados com estatística descritiva. A amostra caracterizou-se como de conveniência devido a diversas dificuldades encontradas para uma amostragem aleatória. A pesquisa revela onze fatores de qualidade operacionalizados; e a existência de três grupos de respondentes, formados a partir da aplicação da análise de clusters, que possuíam características similares internamente e diferenças cruciais externas, no que tange ao comportamento em relação às variáveis de pesquisa. </span></p>