Análise do relacionamento entre qualidade em serviços, imagem, valor, satisfação e lealdade em clientes universitários de bancos

Banks are characterized by the relationship between their staff and customers. Since all banks present similar products these organizations must present a outstanding service or product in order to maintain their customers and to get new ones. Considering these facts this paper seeks to analyse the interrelationship among the quality factors of service: perceived value, corporate image, customer satisfaction and loyalty in a banking context. To obtain the data, a survey using questionnaire was carried out among undergraduate students at the Federal University of Sao Carlos - Sorocaba campus. The data was analysed using simple and multiple linear regression techniques. The results showed that the quality of services and the corporate image positively affect the perceived value, explaining 61% of its variation. Quality in services, corporate image and perceived value positively affect satisfaction, explaining 65% of its variation. The quality of services positively affects the corporate image, explaining 56% of its variation. Satisfaction and corporate image positively affect loyalty, explaining 65% of its variation, on the other hand perceived value and quality in services indirectly affects loyalty too, therefore the last two variables cannot be neglected. By means of these results it is possible to assist banks in obtaining insights, allowing the elaboration of strategic actions in order to make it possible to implement improvements in their services in a more assertive and efficient way.