Bank loyalty determinant factors for business: a comparative analysis via yearly revenue
Determinantes de lealdade bancária para empresas: uma análise comparativa por faturamento anual
DOI:
https://doi.org/10.53660/CLM-1557-23J07Palavras-chave:
bank satisfaction, banks, financial services, buy intention, loyaltyResumo
The emergence of fintechs is changing the financial sector at a faster pace since the 2008 global crisis, with increased investments increasing competition in this market, but also leading to the weakening of relationships between consumers and service providers. The present study aims to understand the factors that lead to bank loyalty in Brazilian companies. The method used was a partnership between USP and MindMiners to conduct a survey among CNPJs active in the Southeast Region of Brazil. The results revealed similarities between the companies surveyed, namely: they all value less bureaucracy, marketing and lower rates, but small and medium-sized companies value marketing credibility more than MEIs, and larger companies prioritize product and service mix.
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