Proposta de Escala para Mensurar o Valor Percebido no Varejo Bancário Brasileiro

Proposta de Escala para Mensurar o Valor Percebido no Varejo Bancário Brasileiro

The aim of this study is to develop a scale in order to identify and classify the most valued attributes of retail banks by their customers. There is a shortage of studies about customer value that take into account variables such as economic sectors, customer segments or geographic regions, thereby...

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Bibliographic Details
Main Authors: João Carlos Neves de Paiva, Francisco Vidal Barbosa, Áurea Helena Puga Ribeiro
Format: Article
Language:English
Published: Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) 2009-04-01
Series:RAC: Revista de Administração Contemporânea
Subjects:
service marketing
customer value
customer behavior
scale
retail banking.
Online Access:http://anpad.org.br/periodicos/arq_pdf/a_859.pdf

Internet

http://anpad.org.br/periodicos/arq_pdf/a_859.pdf

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