Analysis of the alignment of a retail bank branch to the expectation of a customer segment/Analise do alinhamento de uma agencia bancaria de varejo a expectativa de um segmento de clientes

Using a methodology based on Design Science Research, this research investigated the performance attributes valued by individual customers of a segment, from bank branches in the interior of RS of a large Brazilian retail bank and evaluated the current service capacity of these attributes by these agencies. To achieve this objective, the study proposed an artifact, which was named Instrument for Analysis and Management of Perception of Value (IAGPV), combining a value scale refined by Exploratory Factor Analysis for this segment, which identified the attributes, and an Importance-Performance Matrix that made it possible to diagnose the alignment of these branches with the expectations of these clients. The research was carried out in two stages, the first, of an exploratory-qualitative character and the second stage, of a quantitative-descriptive character, included the carrying out of two surveys: one to refine the original scale for the behavioral segment studied and the other, using the refined scale instrument, to associate it with the Performance Importance Matrix and diagnose the alignment of the agencies analyzed with the expectations of this public. Through the research carried out, it is possible to conclude that the developed method is relevant, innovative, simple to apply and suitable for the proposed purpose. The study identified that customers in this behavioral segment value, in order of importance, attributes related to Trust, Convenience in the Channels, Managerial Posture, Personalization of the Relationship and Image. Keywords: Value Scale. Importance-Performance Matrix. Customer Value. Consumer Experience. Retail Banks. Utilizando uma metodologia baseada na Design Science Research, esta pesquisa investigou os atributos de desempenho valorizados pelos clientes pessoa fisica de um segmento, de agencias bancarias do interior do RS de um grande banco brasileiro de varejo, e avaliou a atual capacidade de atendimento desses atributos por essas agencias. Para atingir esse objetivo, o estudo propos um artefato, ao qual foi dado o nome de Instrumento para Analise e Gestao da Percepcao de Valor (IAGPV), conjugando uma escala de valor refinada por Analise Fatorial Exploratoria para este segmento, que identificou os atributos, e uma Matriz Importancia Desempenho que permitiu diagnosticar o alinhamento dessas agencias com a expectativa desses clientes. A pesquisa foi realizada em duas etapas sendo que a primeira, de carater exploratoria-qualitativa e