O impacto da experiência de consumo na percepção e no comportamento dos clientes de bancos digitais
DOI :
https://doi.org/10.53946/rmr.v3i1.22Mots-clés :
Experiência, Consumidor, Lealdade, Banco digitalRésumé
Objetivo: A experiência de consumo é um fenômeno multidimensional que envolve aspectos sensoriais, cognitivos, afetivos, comportamentais e sociais. Já se sabe que, de um modo geral, uma experiência de consumo positiva pode impactar positivamente a satisfação do consumidor, sua lealdade e sua intenção em engajar-se em boca-a-boca positivo sobre a empresa. Porém, pouco ainda se sabe sobre os efeitos da experiência de consumo no ambiente digital, especialmente no que diz respeito aos bancos digitais, onde a interação ocorre de forma totalmente virtual.
Metodologia: Estudo exploratório com dez entrevistas em profundidade com consumidores brasileiros clientes dos bancos digitais Nubank e Inter.
Principais Resultados: Os clientes dos bancos digitais percebem a experiência com esse tipo de prestador de serviços como positiva e associam atributos como praticidade, segurança e baixo custo. A experiência influencia na satisfação e no boca-a-boca, no entanto, a lealdade parece não ser uma consequência dessa experiência. Aspectos como a facilidade na abertura de contas em outros bancos digitais que oferecem experiências similares pode ser uma das justificativas para esse comportamento.
Contribuições teóricas: Esses resultados são interessantes, especialmente em um momento em que pessoas estão optando por consumir serviços digitais. Mais do que apresentar uma plataforma intuitiva com soluções ágeis e convenientes aos olhos do consumidor, os bancos digitais precisam considerar formas de ampliar a retenção dos clientes nesse contexto. Se por um lado, claramente há uma experiência positiva, por outro isso não se traduz necessariamente em lealdade.
Relevância / originalidade: Os estudos com consumidores brasileiros de serviços bancários avaliam a interação com bancos tradicionais no contexto do internet banking e do mobile banking. Esse estudo, é um dos primeiros a analisar a percepção dos consumidores de bancos totalmente digitais.
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