Revisão sistemática da literatura: engajamento do cliente em serviços financeiros
DOI:
https://doi.org/10.56563/costosygestion.107.e5Palavras-chave:
engajamento do cliente, satisfação, confiança, serviços financeiros, valor do clienteResumo
Este estudo tem como objetivo conhecer os fatores atuais do Customer Engagement em serviços financeiros. Para tanto, foi realizada uma revisão bibliográfica, aplicando a metodologia PRISMA, analisando os dados empíricos e teóricos disponíveis no período de 2014 a 2023, em periódicos indexados na Scopus. Os principais resultados incluem a relação entre o Customer Engagement e seus preditores, levando em consideração tecnologias emergentes para a formulação de respostas e a aplicação de estratégias de marketing digital focadas no fortalecimento do relacionamento com o cliente. Da mesma forma, destaca-se a importância da organização interna para gerenciar o feedback do cliente. Em termos práticos, conclui-se que futuras pesquisas em cada país seriam essenciais para aprofundar as particularidades locais que influenciam o Customer Engagement. Isso permitiria obter insights valiosos e específicos para gerar valor com os clientes em cada contexto, otimizando as estratégias de marketing e fortalecendo o engajamento no setor financeiro.
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