Impacto da inovação do serviço na qualidade percebida pelo cliente: análise do setor bancário

Abstract

Innovation is present in various sectors of the economy, especially in those where there is greater competition among players, such as the Brazilian banking sector, despite the large financial institutions dominating much of the market. Based on this context, the aims of this work was to analyze the influence of innovation in services on the e-service quality of the banking sector . A descriptive quantitative approach was used as the research method. For data collection, a survey was applied using questionnaires in a sample of 400 individuals with an active relationship with some financial institution in Brazil. The data were analyzed through the multivariate data technique, and to test the research hypothesis, the structural equation modeling (SEM) technique was chosen, using the Smart-PLS software. The results indicate that innovation in services positively influences the e-service quality perceived by customers, confirming the research hypothesis. This study makes a contribution to understanding the impact of service innovation on the perceived e-service quality of the Brazilian banking sector. The results contribute to the research gaps that highlight the importance of studying the banking services sector from the customer's perception, considering the perceived quality, as well as the relevance of studying attributes in the sector, such as the customer perception with regard to innovation in banking services.