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A Estratégia de Retenção de Clientes Corporativos e a Criação de Barreiras à Saída: Um Estudo Exploratório em Uma Agência de Um Banco de Varejo

DOI: http://dx.doi.org/10.18256/2237-7956/raimed.v1n1p147-171

https://seer.imed.edu.br/index.php/raimed/index 

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Giancarlo D. Bó1, Lasier G. de Souza2 & Gabriel S. Milan3

  

Resumo: A retenção de clientes vem se tornando um tema recorrente em estudos acadêmicos e gerenciais, especialmente, nas duas últimas décadas. Durante este período, as instituições financeiras se notabilizaram como pioneiras na abordagem em torno deste tema, aliás, como se evidencia no volume de publicações encontradas nas mais diversas bases de dados. Apesar deste elevado volume de publicações, é possível perceber uma lacuna na literatura relativa à retenção de clientes corporativos do setor financeiro. Neste sentido, este artigo contribui, de forma acadêmica e gerencial, por tratar justamente da retenção de clientes corporativos no contexto dos serviços financeiros. Mais exatamente, trata da criação de barreiras à saída e do estabelecimento de custos de troca como estratégias de retenção de clientes corporativos. Para tanto, o estudo foi conduzido por meio de entrevistas individuais em profundidade com gestores de contas de uma agência, localizada na Serra Gaúcha, de um banco multinacional de varejo. Ao final do estudo são apresentadas algumas relações entre a fundamentação teórica e as práticas gerenciais da instituição em análise, resultando em considerações teóricas e empíricas como forma de contribuição, tanto para o meio acadêmico quanto para o ambiente de negócios.

Palavras-Chave: Barreiras à saída, Deserção de clientes, Retenção de clientes.

 

Abstract: The customer retention has become a recurring theme in academic and management studies, especially in the last two decades. During this period, financial institutions distinguished itself as pioneers in the approach on this issue, as is evidenced in the volume of publications found in several databases. Despite this high volume of publications, it is possible realize a gap in the literature on the retention of corporate customers in the financial sector. Accordingly, this paper contributes, in academic and managerial terms, by treating just the retention of corporate clients in the context of financial services. More precisely, it approaches the creation of barriers to exit and the establishment of switching costs as retention strategies for corporate customers. Thus, the study was conducted by means in-depth individual interviews with managers of the accounts of a multinational retail bank agency located in the Serra Gaúcha. At the end of the study are some relations between the theoretical foundation and the management practices of the institution in analysis, resulting in theoretical and empirical considerations as a contribution both to the academic and for the business environment.

Key words: Barriers to exit, Customer defection, Customer retention.

 

1 Mestre em Administração pela UCS. Professor do Curso de Administração – UCS. gdbo1@ucs.br
2 Mestre em Administração pela UCS. Professor do Curso de Administração – FSG. lgorziza@gmail.com
3 Doutor em Administração pela URGS. Professor do Curso de Administração – UCS. gmilan@ucs.br

 

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