A confiança dos clientes portugueses na evolução da banca

António Cabeças; António Duarte Santos

doi:10.37467/gka-revsocial.v8.2052

Autores/as

António Cabeças Universidade Autónoma de Lisboa
António Duarte Santos Universidade Autónoma de Lisboa

DOI:

https://doi.org/10.37467/gka-revsocial.v8.2052

Palabras clave:

banca, cliente bancário, satisfação do cliente, lealdade, confiança, comportamento económico, crise económica

Resumen

A análise do comportamento dos clientes bancários tem sido considerada nos últimos anos com grande interesse pelo setor bancário internacional e ganhou maior relevância durante a crise económica e social que se iniciou entre 2007 e 2008. A globalização, vista como uma transformação simultânea na economia, política e cultura, deu origem a uma competição mais intensa e levou as empresas a aprofundaram os métodos para melhorar a aquisição e a fidelização de clientes.

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