Bank customers satisfaction: a bibliometric analysis of research articles published in the last decade
DOI:
https://doi.org/10.6008/CBPC2179-684X.2020.002.0003Keywords:
Banks, Marketing, Satisfaction, Customer, Bibliometric StudyAbstract
Bank organizations are present in all states and in most cities of Brazil. Their service and the financial products offered by them are developed to attend demand from customers, who are always in search of innovation and great satisfaction. This is what led to this study, which objective is to use bibliometrics to analyse publications of scientific papers for the subject: ‘bank customers satisfaction’ in the last ten years. Firstly, it was made an exploratory research in Portal de Periódicos da Capes, using the words: ‘banking’ and ‘customer satisfaction’, which resulted in 125 articles, covering 269 authors and 73 Publications, with Qualis A1 to C. Among them, only one was published in a Brazilian Publication in 2008. A second research was made in the database of Web of Science (WOS), using the same key-words. It resulted in 260 articles, related to the subject researched, published in 128 different publications. The 50 most cited articles were analysed in the IRAMUTEQ software, using Correspondence Factorial Analysis (AFC) and Similitude Analysis (AS). It was also collected data about methodology and scales adopted in each one of the researches with a larger number for quantitative analysis. The obtained results contribute for the state of art and can Support research related to this subject in Brazil.
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