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GESTÃO DE SERVIÇOS: A PERCEPÇÃO DO USUÁRIO QUANTO AOS SERVIÇOS PRESTADOS NO ATENDIMENTO AO PÚBLICO DE UMA COOPERATIVA DE CRÉDITO

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Author(s): CAVALCANTI, Washington Moreira | FONSECA, Adriano Teles

Journal: Navus : Revista de Gestão e Tecnologia
ISSN 2237-4558

Volume: 2;
Issue: 2;
Start page: 05;
Date: 2012;
Original page

ABSTRACT
The aim of this study was to find out the perception of the customer care services provided to the public by users of a credit union. Credit unions are classified as nonbank financial institutions, aimed to allow loans to its members, as well as providing certain services. The research was conducted through a case study and the theoretical concepts discussed sought to explore on credit union movement, service management and customer satisfaction. The growth and consolidation of credit unions rely on a rapid evolution, both in structuring products best suited to the needs of this segment as the review of systems which support the operations and management model of cooperatives. As a result of this study, it has been the understanding of reality. One of the main points was observed how the user of a credit union identifies with the services providedby the cooperative, a factor which assists in perception about the level of service and customer satisfaction. At the end of this, it was possible to highlight the relationship between the creation of value for the user, their expectations and satisfaction as the way toward the improvement of the services provided by the credit union.

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