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Abstract(s)
Esta dissertaĆ§Ć£o teve como tema principal, o desenvolvimento do marketing digital e a sua aplicabilidade no setor da banca, nos dias que correm. Pretendeu-se com a mesma, perceber o que Ć© realmente o marketing digital, qual a sua definiĆ§Ć£o e que vantagens trarĆ” para o mercado profissional, nĆ£o sĆ³ para as empresas, mas tambĆ©m para os seus prĆ³prios clientes. Como objetivos tambĆ©m se teve que responder a questƵes como a satisfaĆ§Ć£o dos clientes bancĆ”rios com a implementaĆ§Ć£o de estratĆ©gias focadas em marketing digital, e se essa implementaĆ§Ć£o estĆ” a ser exequĆvel para os consumidores da banca em geral.
Para responder a todas estas questƵes foram elaborados dois inquĆ©ritos a clientes bancĆ”rios (117 inquiridos) e funcionĆ”rios da banca (13 inquiridos), bem como realizadas entrevistas a trabalhadores no setor da banca, nomeadamente gerentes bancĆ”rios. Teve-se em conta a recolha dos dados em questĆ£o e posterior anĆ”lise tendo por base diversas aplicaƧƵes que permitissem responder a quatro questƵes que foram elaboradas para poder responder a todos os objetivos do presente estudo.
Do que se concluiu que, em primeiro lugar, os clientes de forma geral se encontram bastante satisfeitos com a integraĆ§Ć£o e consequente progressĆ£o tecnolĆ³gica no setor banca, percebendo que o marketing digital permite de forma perspicaz integrar na estratĆ©gia de uma organizaĆ§Ć£o permitindo-lhe crescer. TambĆ©m se constatou que os consumidores mais novos e com maior nĆvel de escolaridade, tĆŖm um maior nĆvel de satisfaĆ§Ć£o pelo seu banco e as suas medidas de implementaĆ§Ć£o de marketing digital. Outra conclusĆ£o que se conseguiu retirar prende-se com o facto de as instituiƧƵes bancĆ”rias ainda nĆ£o terem do seu lado os consumidores a solicitar crĆ©ditos atravĆ©s de aplicaƧƵes digitais, sendo que a sua satisfaĆ§Ć£o nesse sentido nĆ£o Ć© a melhor, estando apenas pronto para tarefas mais levianas. Por Ćŗltimo, observou-se que existe uma diferenƧa entre a satisfaĆ§Ć£o percecionada pelos seus consumidores, mediante a apresentaĆ§Ć£o dos seus produtos via tradicional ou digital, ou seja, os clientes do litoral na regiĆ£o norte do paĆs tĆŖm um maior Ć vontade para a utilizaĆ§Ć£o dos meios digitais e mais ferramentas Ć sua disposiĆ§Ć£o para o efeito, enquanto que na regiĆ£o interior do paĆs a populaĆ§Ć£o Ć© mais envelhecida, tem menos meios e ferramentas Ć sua disposiĆ§Ć£o para aceder ao meio digital e por isso mesmo, afeta a sua satisfaĆ§Ć£o com o seu banco.
This dissertation's main theme was the development of digital marketing and its applicability in the banking sector today. The aim is to understand what digital marketing really is, what its definition is and what advantages it brings to the professional market, not only for companies, but also for its own clients. As objectives, we also had to answer questions such as the satisfaction of bank customers with implementing digital marketing strategies, and whether this implementation is feasible for bank consumers in general. To answer all these questions, two surveys were carried out with a sample of bank customers (117) and bank employees (13), as well as interviews with workers in the bank sector, namely managers of banks. Taking into account the collection of the data in question and subsequent analysis based on several applications that allow responding to four research questions that were designed to answer all the doubts raised by the present study. What could be concluded is that firstly, customers in general are quite satisfied with the integration and consequent technological progression in the banking sector, realizing that digital marketing allows insightful integration into an organization's strategy, allowing it to grow. It was also possible to verify that younger consumers with a higher level of education have a higher level of satisfaction with their bank and its digital marketing implementation measures. Another conclusion is that it was possible to draw from the fact that banking institutions still do not have consumers on their side requesting credit through digital applications, and their satisfaction in this sense is not the best, being only ready for more frivolous tasks. Finally, it could come to the conclusion that there is a difference between the satisfaction perceived by consumers, through the presentation of their products via traditional or digital means, that is, customers on the coast in the northern region of the country have a greater desire to use of digital media and more tools at their disposal for this purpose, while in the interior region of the country the population is older, has fewer means and tools at their disposal to access digital media and therefore, affecting their satisfaction with the bank.
This dissertation's main theme was the development of digital marketing and its applicability in the banking sector today. The aim is to understand what digital marketing really is, what its definition is and what advantages it brings to the professional market, not only for companies, but also for its own clients. As objectives, we also had to answer questions such as the satisfaction of bank customers with implementing digital marketing strategies, and whether this implementation is feasible for bank consumers in general. To answer all these questions, two surveys were carried out with a sample of bank customers (117) and bank employees (13), as well as interviews with workers in the bank sector, namely managers of banks. Taking into account the collection of the data in question and subsequent analysis based on several applications that allow responding to four research questions that were designed to answer all the doubts raised by the present study. What could be concluded is that firstly, customers in general are quite satisfied with the integration and consequent technological progression in the banking sector, realizing that digital marketing allows insightful integration into an organization's strategy, allowing it to grow. It was also possible to verify that younger consumers with a higher level of education have a higher level of satisfaction with their bank and its digital marketing implementation measures. Another conclusion is that it was possible to draw from the fact that banking institutions still do not have consumers on their side requesting credit through digital applications, and their satisfaction in this sense is not the best, being only ready for more frivolous tasks. Finally, it could come to the conclusion that there is a difference between the satisfaction perceived by consumers, through the presentation of their products via traditional or digital means, that is, customers on the coast in the northern region of the country have a greater desire to use of digital media and more tools at their disposal for this purpose, while in the interior region of the country the population is older, has fewer means and tools at their disposal to access digital media and therefore, affecting their satisfaction with the bank.
Description
Mestrado APNOR
Keywords
Marketing digital Setor bancĆ”rio SatisfaĆ§Ć£o GestĆ£o estratĆ©gica