Marketing na era digital no setor bancário: a gestão da marca BANESE na percepção do cliente

Abstract

The present study aimed to analyze how the State Bank of Sergipe manages its brand in the digital environment from the customer's perception. In terms of methodological aspects, this research is classified as quantitative, exploratory, and descriptive. It was operationalized through a survey with a questionnaire, administered to a sample of 112 Banese customers. The analysis of the collected data was conducted using descriptive statistics processed with Excel software. The results identified that most respondents are female, aged between 25 and 34 years old, with a higher education or postgraduate degree, public employees, and customers of Banese for more than 10 years. Furthermore, the potential competitive advantages of the Banese brand, according to customer perception, are related to providing services that simplify customers' lives and the commitment to the valorization of Sergipe's culture, as well as a better understanding of the needs of local customers. The brand's efforts were observed through Aaker's (1998) brand equity variables - brand loyalty, brand awareness, perceived quality, and brand associations, with perceived quality being evaluated through Parasuraman, Zeithaml, and Berry's (1988) service quality dimensions. The predominance of accessing the Banese brand through mobile devices (cellphones) was identified, and customers prefer Banese's direct channels for giving compliments or filing complaints. The main digital marketing strategies adopted by Banese, according to customer perception, were identified, including owning a digital presence, mobile marketing, social media marketing, and content marketing. It was observed that free digital presence is relevant, as customers take into consideration the opinions and recommendations of other customers on social media when choosing banking services. However, some strategies were identified that are not explored from the customer's perception, such as email marketing, paid digital presence, and omnichannel.