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Custos de informação e recompra no varejo bancário

Marcelo Moll Brandão (), André Carlos Aquino () and Marcelo Pagliarussi

No 6, Fucape Working Papers from Fucape Business School

Abstract: In this work we examine the relationship between satisfaction, comparison and customer retention in transactions involving clients and suppliers of retail banking services. We conducted 522 structured interviews with clients of a bank, covering 10 different kinds of services, such as credit operations, insurance, savings and investment funds. The theoretical relations suggested to explain why clients decide to persist in a sequence of transactions with their current supplier of banking services were derived from Economics of Information and Transaction Cost Economics. Results from multiple regression analysis point to the corroboration of the hypothesis that there is a moderated mediation between satisfaction, complexity and the continuity of the transaction. The results indicate that the customer, who usually has limited knowledge in finance, is susceptible to the complexity of the offer in such a way that this complexity seems to have a higher impact on retention than satisfaction. This result is partially opposite to what others have found in Brazil. The hypothesis that postulates a moderated meditation between satisfaction, switching costs, experience and retention was not corroborated.

Keywords: Customer retention; Satisfaction; Switch cost; Moderated mediation; Retail banking services. (search for similar items in EconPapers)
Pages: 28
Date: 2008-12
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Published in Fucape Working Papers Dezembro 2008

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