The customer value structure in the brazilian personal retail banking market: a specific summated rating scale

João Carlos Neves de Paiva, Francisco Vidal Barbosa and Áurea Helena Puga Ribeiro

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2009, vol. 13, issue 2, 310-327

Abstract: The aim of this study is to develop a scale in order to identify and classify the most valued attributes of retail banks by their customers. There is a shortage of studies about customer value that take into account variables such as economic sectors, customer segments or geographic regions, thereby allowing greater precision on developing strategies to conquer customer loyalty in present and future transactions. The methodology applied relies on solid conceptual and theoretical thinking and gathered procedures recommended by recognized authors, including the triangulation process, which emphasizes the qualitative approach as a support for quantitative analysis. Purification processes and several qualitative and quantitative tests provide reliability and validity to the scale. The results also show that specific scales are more precise when it comes to explaining marketing phenomena related to customer value in addition to the relevance of the methodology for further studies in that field. This notwithstanding, further studies are recommended in order to confirm the validity of the proposed scale.

Date: 2009
References: Add references at CitEc
Citations:

Downloads: (external link)
https://rac.anpad.org.br/index.php/rac/article/view/678/675 (text/html)
https://rac.anpad.org.br/index.php/rac/article/download/678/675 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:abg:anprac:v:13:y:2009:i:2:678

Access Statistics for this article

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration) is currently edited by Marcelo de Souza Bispo

More articles in RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration) from ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração
Bibliographic data for series maintained by Information Technology of ANPAD ().