Satisfação, fidelização de clientes e engajamento de funcionários: ações para criação de valor e resultados sustentáveis no varejo financeiro

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dc.contributor.advisorSilva, Adilson Aderito da
dc.contributor.advisor1Latteshttp://lattes.cnpq.br/3999075737061835por
dc.contributor.authorDias, Mariana Pires
dc.creator.Latteshttp://lattes.cnpq.br/5894829953098829por
dc.date.accessioned2021-01-20T19:27:24Z
dc.date.accessioned2021-02-08T22:02:31Z
dc.date.available2021-02-08T22:02:31Z
dc.date.issued2019-09-22
dc.description.abstractThe present work begins with the collection of information about the current scenario of the national financial industry, as well as the historical effects in its construction, its challenges and context in which Banco do Brasil is inserted. The sectoral panorama shows the increase in the complexity and competition of the sector, in addition to the traditional banks, the fintechs and technology giant(bigtechs)are also present in the new context, acting in sectors neglected by the big retail banks. The behavior of the consumer is also a relevant factor in the analysis, since the way this deals with a financial institution has been transformed over the years. From the observation of the self-reinforcing relationship presented by the service-profit chain, the influencethat employees and customersatisfaction have in the generation of results for the company is ratified. When looking at the internal environment of Banco do Brasil, it is noted that the Customer Satisfaction Survey presents a lower score than the competition, just as the Engagement, Climate and Satisfaction Surveys also reveal opportunities for improvement. Another aspect presented is the impact that the organizational dragcan have on employee productivity, which is also related to job satisfaction and consequently results earned. The proposed improvement and action plan are designed to implement actions to stimulate and enhance the engagement of employeesinto company ́s purpose –to take care of what mattersto people -with an impact on their satisfaction, productivity and on raising customer satisfaction rates and the results obtained by Banco do Brasil. The complexity of its elaboration is due to the company's gigantism and specificities, which require from a macro understanding of the marketin which the bank is inserted until a deep dive in the local microrrealities, besides its applicability proves feasible by means of various stakeholders involved in the operational, tactical and strategic layers of the bank, in a proposal that will initially have experimental character (test), for further expansion.eng
dc.formatapplication/vnd.openxmlformats-officedocument.wordprocessingml.document*
dc.identifier.citationDIAS, Mariana Pires. Satisfação, fidelização de clientes e engajamento de funcionários: ações para criação de valor e resultados sustentáveis no varejo financeiro. 2019. 71 f. Dissertação (Mestrado Profissional em Administração do Desenvolvimento de Negócios) - Universidade Presbiteriana Mackenzie, São Paulo. 2020.por
dc.identifier.urihttp://dspace.mackenzie.br/handle/10899/27933
dc.keywordsbankseng
dc.keywordsemployee satisfactioneng
dc.keywordscustomer satisfactioneng
dc.keywordsengagement and outcomeeng
dc.languageporpor
dc.publisherUniversidade Presbiteriana Mackenziepor
dc.rightsAcesso Abertopor
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectbancospor
dc.subjectsatisfação do funcionáriopor
dc.subjectsatisfação do cliente;por
dc.subjectengajamentopor
dc.subjectresultadopor
dc.subject.cnpqCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESASpor
dc.titleSatisfação, fidelização de clientes e engajamento de funcionários: ações para criação de valor e resultados sustentáveis no varejo financeiropor
dc.typeDissertaçãopor
local.contributor.board1Caldeira, Adilson
local.contributor.board1Latteshttp://lattes.cnpq.br/6835364943868036por
local.contributor.board2Cappellozza, Alexandre
local.contributor.board2Latteshttp://lattes.cnpq.br/8358857348226421por
local.publisher.countryBrasilpor
local.publisher.departmentCentro de Ciências Sociais e Aplicadas (CCSA)por
local.publisher.initialsUPMpor
local.publisher.programAdministração do Desenvolvimento de Negóciospor
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Administração do Desenvolvimento de Negócios (M.Profissional) - Dissertações - CCSA Higienópolis