TÍTULOS DE CAPITALIZAÇÃO: O IMPACTO NA FIDELIZAÇÃO E RENTABILIZAÇÃO DE CLIENTES BANCÁRIOS - UM ESTUDO DE CASO NO MERCADO PARANAENSE

• Ano de defesa: 2007
• Autor(a) principal: Angst, Danilo
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Programa de Pós-graduação em Sistemas de Gestão; Segurança do Trabalho, Meio-ambiente, Gestão pela Qualidade Total
• Palavras-chave em Português: Fidelização; Rentabilização; Capitalização; Relacionamento de Longo Prazo; Loyalty effect; Profitability; Capitalization; Long-term relationship; CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO
• Link de acesso: https://app.uff.br/riuff/handle/1/17634

This study investigates Capitalization Bonds (Notes), sold by all of the banks today, under the concepts of loyalty effect and profitability concerning bank´s customers . The emphasis of the work focuses on the analysis of customers who rescued their Bonds (Notes) before expiration. The investigation went by a wide bibliographical revision, once sources of the theme have not been found. As for the means of investigation it was used, besides the bibliographical research, the case study. The work took place using as reference the sales accomplished in the state of Paraná, in the last six years, for a great retail bank, with performance in the whole country. During the study the effect of the sale of Capitalization Bonds (Notes) was analyzed on the sale the other bank products and on the return generated by the customers to the bank. It was still applied a questionnaire close to the customers and interviews were accomplished with executives representing class entities, looking for the answer for the question of the problem situation: Are Capitalization Bonds (Notes) indeed instruments to obtain customers loyalty or are they just one more way for banks to make profits?