Bancos digitais: estudo sobre os fatores de adesão e permanência de clientes

Abstract

The concept of banking services has been evolving according to technology and digitalization. Progressively, the digital banks facilitates the access to financial services and brings conveniences to the consumer by technological innovation. In front of this scenario, sought to identify the main digital banks available to the brazilian consumers, as well the main differentials of digital banks against traditional banks. The purpose of this study is to analyze the main factors that attract the consumers to take part of the services of the digital banks, as well keeping using the service. In order to reach the proposed objective, was used the methodology of descriptive research with qualitative approach. The setup and the collection of results were applied as a survey with 5-points Likert scale. The sample is compound of 223 answers. The results of the survey indicates that the absence of annuality fee is the main factor that brings the opening of new accounts as it is the most important factor as decision to remain as a costumer. The results also shows the most important services are the no charging for maintence services, perform all the from the internet and balance and statement inquiry without fees. Meanwhile, miles program in the credit card/ points accumulation / cashback are considered the less important features for the sample public. Other factors considered less important are the 24-hours withdrawal and offering services and products such as investments, insurances, loans and financings.