Os Impactos do Marketing de Relacionamento na Satisfação dos Clientes de uma Agência do Banco Itaú em Manaus

Abstract

The research was made with the objective of verifying the influence of Relationship Marketing on customer satisfaction at a retail banking agency of Banco Itaú in the city of Manaus - AM. Understanding the importance of satisfaction for the institution's loyalty and earnings, this study asks itself “what is the relevance of relationship marketing for the results of the banking sector?”. Seeking to answer this question, this study focused on the theme, configuring itself as a bibliographical and descriptive investigation. In addition, a questionnaire was applied to the agency's clients, which sought to prove its effectiveness in analyzed data resulting from such an interview. We sought to assess the perception and opinion of the agency's account holders. In view of the results obtained, it was concluded that the Customer Relationship and Satisfaction Marketing strategies adopted by the bank are effective in binding account holders to achieve a long-term loyalty.