Palavras-chave
segurança financeira percebida
retenção de clientes
custo de mudança para um banco tradicional
confiança
Como Citar
Resumo
Objetivo – Esta pesquisa teve dois objetivos: primeiro, analisar o efeito da segurança financeira percebida dos aplicativos de neobancos sobre a confiança, a retenção de clientes e o custo de mudança para um banco tradicional; segundo, analisar a função mediadora da confiança nos neobancos entre a segurança financeira percebida do aplicativo e a retenção de clientes, bem como entre a confiança e o custo de mudança para um banco tradicional.
Referencial teórico – Esta pesquisa usou os modelos estímulo-resposta (S-R) e estímulo-organização-resposta (S-O-R) para estudar a segurança financeira percebida do aplicativo como um estímulo e seu efeito sobre a confiança como um organismo e a retenção de clientes e os custos de mudança como respostas comportamentais.
Metodologia – Foi realizado um estudo quantitativo de corte transversal. Foram usadas pesquisas on-line para coletar dados de 305 clientes de neobancos no México. Além disso, a abordagem de mínimos quadrados parciais e o método de reamostragem bootstrapping foram usados para testar sete hipóteses.
Resultados – Os resultados apoiaram seis hipóteses e confirmaram que a segurança financeira percebida do aplicativo do neobanco afetou a confiança e a retenção de clientes, mas não afetou o custo de mudança para um banco tradicional. Além disso, constatou-se que a confiança desempenhava uma função mediadora entre a segurança financeira percebida e a retenção de clientes e os custos de mudança.
Implicações práticas e sociais da pesquisa – Este estudo mostra que os neobancos precisam garantir e comunicar aos clientes a percepção de segurança de seus aplicativos para transações financeiras, pois isso tem um impacto direto na retenção de clientes. Além disso, o desenvolvimento de mecanismos que aumentem a confiança dos clientes é fundamental para retê-los e criar barreiras para evitar a perda de usuários para os bancos tradicionais.
Contribuições – Esta pesquisa contribui para o avanço do conhecimento no campo da gestão de neobancos, pois aprofunda a compreensão da segurança financeira percebida e da confiança como aspectos fundamentais da retenção de clientes e dos custos de mudança.
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