A relação entre a qualidade do serviço, satisfação e fidelização do cliente no sector bancário em Moçambique: o caso do Banco Millennium BIM na província de Maputo (2016-2020)

Abstract

The quality of products and services is an important element in ensuring customer satisfaction and loyalty. Financial institutions seek to ensure elements to win customers and remain in the competition through greater customer satisfaction and loyalty. In this sense, Banco Millennium BIM, as part of its strategic plan, launched innovative and personalized services in the Mozambican financial system designed to meet the financial needs and expectations of different market segments. Based on this experience, this study sought to analyze the relationship between the perceived quality of the services and products offered by Millennium BIM and the satisfaction and loyalty of its customers. The theories of relationship marketing and expectations, together with the SERVQUAL model, enabled the measurement of perceived quality, obtained through statistical data from a questionnaire, in addition to qualitative information collected through semi-structured interviews conducted with customers and bank managers. The results of this research highlighted a strong and direct correlation between the quality of services provided, customer satisfaction and subsequent customer loyalty. Among the various factors explaining the loyalty of BIM customers over the five years of the study in Maputo province, the strategic presence of branches and ATMs in locations frequented by customers, when compared to other banks, was the most important. In addition, the effectiveness of BIM in resolving client demands also proved to be a determining factor. A quality of products and services, along with customer satisfaction and loyalty, are crucial elements for the success of a financial institution. Coordinated actions are necessary to strengthen Millennium BIM's capability by enhancing its services, listening to its customers, and adapting to market changes to maintain and reinforce its competitive position.