Fatores associados à escolha de serviços bancários: uma aplicação aos bancos de Benguela, em Angola

Luís Pacheco, Fernando Oliveira Tavares, Sandra Cordeiro

Abstract


Objetivo: O objetivo deste artigo é o de estudar os fatores associados à escolha de serviços bancários pelos clientes angolanos. É estudado o comportamento de clientes de entidades bancárias, com a finalidade de determinar quais os fatores que influenciam o cliente ao escolher uma instituição bancária na cidade de Benguela, em Angola.

Metodologia: Foram distribuídos inquéritos a uma amostra de clientes dos bancos BPC (Banco de Poupança e Crédito), BFA (Banco de Fomento Angola) e BMA (Banco Millennium Angola), tendo sido recolhidas 307 respostas válidas

Resultados: Os resultados do inquérito revelam que os fatores que mais influenciam os clientes na escolha de serviços bancários são o bom atendimento ao cliente, a qualidade de serviços, a variedade de produtos/serviços e as condições de segurança que estas instituições oferecem.

Originalidade e Valor: A opção pela aplicação deste estudo a Angola deve-se à pertinência do tema e ao facto de não existir um estudo em Angola deste género.

 

Palavras-chave: Banco; Clientes; Serviços bancários; Atendimento ao cliente; Angola.

 

 

[ENG]

Title: "Factors Associated with Choosing Banking Services: An Application to Benguela Banks in Angola"

Abstract

Purpose: The purpose of this article is to study the factors associated with the choice of banking services by Angolan clients. The behavior of bank clients is studied in order to determine which factors influence the client when choosing a banking institution in the city of Benguela, Angola.

Methodology: Surveys were distributed to a sample of customers from banks BPC (Savings and Credit Bank), BFA (Banco de Fomento Angola) and BMA (Banco Millennium Angola), and 307 valid responses were collected.

Results: Survey results show that the factors that most influence customers in their choice of banking services are good customer service, quality of service, variety of products / services, and the security conditions these institutions offer.

Originality and Value: The choice to apply this study to Angola is due to the relevance of the theme and the fact that there is no such study in Angola.

 

Keywords: Bank; Customers; Bank services; Customer service; Angola.

 


Full Text:

PDF

References


ALMOSSAWI, M. (2001), «Bank selection criteria employed by college students in Bahrain: An empirical analysis». International Journal of Bank Marketing, vol. 19(3), pp. 115-125.

ANDERSON, W., COX, E., & FULCHER, D. (1976), «Bank selection decision and market segmentation». Journal of Marketing, vol. 40(1), pp. 40-45.

AVKIRAN, N. (1999), «Quality customer service demands human contact». International Journal of Bank Marketing, vol. 17(2), pp. 61-74.

AWAN, H., & BUKHARI, K. (2011), «Customer's criteria for selecting an Islamic bank: Evidence from Pakistan». Journal of Islamic Marketing, vol. 2(1), pp. 14-27.

BFA (2016), Relatório e Contas. Banco de Fomento Angola.

BMA (2015), Relatório e Contas. Banco Millennium Angola.

BNA (2016), Relatório de Estabilidade Financeira. Banco Nacional de Angola.

BPC (2015), Relatório e Contas. Banco de Poupança e Crédito.

CHEUNG, C., & THADANI, D. (2012), «The impact of electronic word-of-mouth communication: A literature analysis and integrative model». Decision Support Systems, vol. 54(1), pp. 461-470.

CHIGAMBA, C., & FATOKI, O. (2011), «Factors influencing the choice of commercial banks by university students in South Africa». International Journal of Business and Management, vol. 6(6), pp. 66-76.

CHURCHILL, G., & PETER, J. (2000), Marketing: Criando valor para os clientes. 2ª. ed. São Paulo: Saraiva.

DELOITTE (2015), A banca angolana em análise. Deloitte, Luanda: Angola.

DENTON, L., & CHAN, A. (1991), «Bank selection criteria of multiple bank users in Hong Kong». International Journal of Bank Marketing, vol. 9(5), 23-34.

ENGEL, J., BLACKWELL, R., & MINIARD, P. (2000), Comportamento do consumidor. 8ª. ed. Rio de Janeiro: LTC.

EROL, C., KAYNAK, E., & RADI, E. B. (1990), «Conventional and Islamic banks: patronage behavior of Jordanian customers». International Journal of Bank Marketing, vol. 8(4), pp. 25-35.

EVANS, R. (1979), «Bank selection: It all depends on the situation». Journal of Bank Research, vol. 9, pp. 242-245.

GEORGE, D., & MALLERY, P. (2003), SPSS for Windows step by step: A simple guide and reference. 11.0 update. 4th ed. Boston: Allyn & Bacon.

GERRARD, P., & CUNNINGHAM, J. (2001), «Singapore undergraduates: How they choose which bank to patronize». International Journal of Bank Marketing, vol. 19(3), pp. 104-114.

HAQUE, A., OSMAN J., & ISMAIL, A. (2009), «Factor influences selection of Islamic banking: A study on Malaysian customer preferences». American Journal of Applied Sciences, vol. 6(5), pp. 922-928.

HON, K., & TOM, G. (1995), «How the Chinese select their banks». Journal of Retail Banking, vol. 16, pp. 36-39.

HUU, P., & KARR, Y. (2000), «A study of bank selection decisions in Singapore using the analytical hierarchy process». International Journal of Bank Marketing, vol. 18(4), pp. 170-180.

JAMAL, A., & NASER, K. (2002), «Customer satisfaction and retail banking: an assessment of some of the key antecedents of customer satisfaction in retail banking». International Journal of Bank Marketing, vol. 20(4), pp. 146-160.

KAUFMAN, G. (1967), A survey of business firms and households view of a commercial bank. Report to the Federal Reserve Bank of Chicago. Appleton, University of Wisconsin, Madison.

KAYNAK, E., & HARCAR, E. (2005), «American consumers attitudes towards commercial banks a comparison of local and national bank customers by use of geodemographic segmentation». International Journal of Bank Marketing, vol. 23(1), pp. 73-89.

KHAZEH, K., & DECKER, W. (1992), «How customers choose banks». Journal of Retail Banking, vol. 24(4), pp. 92-93.

KOTLER, P. (2000), Administração de marketing: A edição do novo milênio. 10ª. ed. São Paulo: Prentice Hall.

KOTLER, P., & KELLER, K. (2006), Administração de marketing: A bíblia do marketing. 12ª. ed. São Paulo: Pearson Education do Brasil.

KPMG (2013), Análise ao sector bancário angolano. KPMG, Outubro.

KUMAR, A. (2013), «Bank marketing mix: New strategy in today banking sector». Bank Marketing, vol. 2(1), pp. 17-26.

LAROCHE, M., ROSENBLATT, J., & MANNING, T. (1986), «Services used and factors considered important in selecting a bank: An investigation across diverse demographic segments». International Journal of Bank Marketing, vol. 4(1), pp. 35-55.

LEVESQUE, T., & MCDOUGALL, G. (1996), «Determinants of customer satisfaction in retail banking». International Journal of Bank Marketing, vol. 14(7), pp. 12-20.

LTIFI, M., HIKKEROVA, L., ALIOUAT, B., & GHARBI, J. (2016), «The determinants of the choice of Islamic banks in Tunisia». International Journal of Bank Marketing, vol. 34(5), pp. 710-730.

MARÔCO, J. (2014), Análise estatística com o PASW Statistics (ex-SPSS). 6ª ed. Lisboa: Report Number.

MARTENSON, R. (1985), «Consumer choice criteria in retail bank selection». International Journal of Bank Marketing, vol. 3(2), pp. 64-74.

MASON, J., & MAYER, M. (1974), «Differences between high-and-low-income savings and checking account customers». The Magazine of Bank Administration, vol. 65(3), pp. 48-52.

MYLONAKIS, J., MALLIARIS, P., & SIOMKOS, G. (1998), «Marketing-driven factors influencing savers in the Hellenic bank market». Journal of Applied Business Research, vol. 14(2), pp. 109-116.

MOKHLIS, S. (2009), «Determinants of choice criteria in Malaysia’s retail banking: An analysis of gender-based choice decisions». European Journal of Economics, Finance and Administrative Science, vol. 16, pp. 18-30.

NASER, K., JAMAL, A., & AL-KHATIB, K. (1999), «Islamic banking: a study of customer satisfaction and preferences in Jordan». International Journal of Bank Marketing, vol. 17(3), pp. 135-151.

OLIVER, R. (1980), «A cognitive model of antecedents and consequences of satisfaction decisions». Journal of Marketing Research, vol. 17(4), pp. 460-469.

PARASURAMAN, A., ZEITHAML, V., & BERRY, L. (1985), «A conceptual model of service quality and its implications for future research». The Journal of Marketing, vol. 49(4), pp. 41-50.

PASS, M. (2006), «Western US college students: Banking preferences and marketplace performance». Journal of Financial Services Marketing, vol. 11, pp. 49-63.

PESTANA, M., & GAGEIRO, J. (2014), Análise de dados para ciências sociais: A complementaridade do SPSS. 6ª ed. Lisboa: Edições Sílabo.

PONT, M., & MCQUILKEN, L. (2005), «An empirical investigation of customer satisfaction and loyalty across two divergent bank segments». Journal of Financial Services Marketing, vol. 9(4), pp. 344-359.

PUTREVU, S. (2001), «Exploring the origins and information processing differences between men and women: Implications for advertisers». Academy of Marketing Science Review, vol. 2001(10).

RICHERS, R. (1984), «O enigmático mas indispensável consumidor: Teoria e prática». Revista de Administração da Universidade de São Paulo (RAUSP), vol. 19(3), pp. 46-56.

ROJAS, M., URBANEJA, X., & VIZCAÍNO, A. (2011), Factores que influyen en la toma de decisión del cliente al momento de elegir servicios bancarios. Universidade de Oriente – Sucre, Escola de Administración, Cumaná, Março.

SAYANI, H., & MINIAOUI, H. (2013), «Determinants of bank selection in the United Arab Emirates». International Journal of Bank Marketing, vol. 31(3), pp. 206-228.

Schiffman, L., & Kanuk, L. (2000), Comportamento do consumidor. 6ª. ed. Rio de Janeiro: LTC.

SHETH, J., MITTAL, B., & NEWMAN, B. (2001), Comportamento do cliente: Indo além do comportamento do consumidor. São Paulo: Atlas.

SOLOMON, M. (2002), O comportamento do consumidor: Comprando, possuindo e sendo. 5ª. ed. Porto Alegre: Bookman.

TANK, J. & TYLER, K. (2005), «UK student banking revisited: Influences and the decision-making process». Journal of Financial Services Marketing, vol. 10(2), pp. 152-164.

TSAI, W., HSU, W., & LIN, T. (2011), «New financial service development for banks in Taiwan based on customer needs and expectations». The Service Industries Journal, vol. 31(2), pp. 215-236.




Copyright (c)

ISSN: 2183-5594 

Indexing: GOOGLE SCHOLAR - LATINDEX - DRJI - ICI JOURNALS MASTER - REDIB