Os efeitos da desmaterialização das relações bancárias devido ao uso do Internet «Banking» e do marketing relacional

João F. Proença ¹ e Marta Martins Silva ²

 

RESUMO: A constante evolução das novas tecnologias de informação e comunicação introduz no mercado empresarial a necessidade de desenvolver métodos de gestão que permitam às empresas adaptar-se às formas emergentes de interacção com clientes. O caso do sector bancário é uma área que exemplifica essa situação. A desmaterialização das relações resultante das inúmeras novas tecnologias disponíveis no mercado, entre as quais o Internet «Banking» (IB), permite a satisfação de quase todas as necessidades do cliente com intervenção humana mínima. Este trabalho analisa o impacto da utilização do IB na relação entre os bancos e os seus clientes particulares. A investigação foi realizada em Portugal e identifica três factores da utilização do IB que reforçam a relação entre as partes: a intensidade de uso do IB, a diversidade de locais de acesso e a diversidade de operações realizadas via IB.

Palavras-Chave: Internet Banking, Marketing Relacional, Tecnologias Self-service, Banca

 

TITLE: The dematerialisation effects on banking relationships due to the Internet and relationships marketing use

ABSTRACT: The new technologies’ evolution has introduced new business methods that allow companies to adapt to the emergent ways of interaction with clients. These innovations are particularly evident in banking. The present challenge in this sector is the dematerialization of customer relationships from the numerous new information and communication technologies available in the market, which allows clients to satisfy almost all their needs with minimum human intervention. This paper analyses the impact of the Internet Banking (IB) in relationships between the banks and their clients. The research was done in Portugal and has identified three factors related with the use of IB which strengthen the relationship between the parts: the intensity of IB use, the diversity of access location sand the diversity of applications.

Key Words: Internet Banking, Relationship Marketing, Self-services Technologies, Banking

 

TITULO: Los efectos de la des materialización de las relaciones bancarias debido al uso del Internet Banking y del Marketing Relacional

RESUMEN: La constante evolución de las nuevas tecnologías de la información y comunicación introduce en el mer­cado empresarial una necesidad de desarrollar nuevos métodos de gestión que permitan a las empresas adaptarse alas nuevas formas emergentes de interacción con sus clientes. El sector bancario es un sector que ejemplifica esa situación. La des materialización de las relaciones resultantes de las nuevas tecnologías disponibles en el mercado, entre las cuales se encuentra el Internet Banking permite la satisfacción de casi todas las necesidades del cliente con una intervención humana mínima. Este trabajo analiza el impacto en la utilización del Internet Banking en la relación entre los bancos y sus clientes particulares. La investigación fue realizada en Portugal e identifica tres factores en la utilización del Internet Banking que refuerzan la relación entre las partes: la intensidad del uso del Internet Banking, la diversidad de locales de acceso y la diversidad de operaciones realizadas vía Internet Banking.

Palabras Clave: Internet Banking, Marketing Relacional, Tecnologias Self-service, Banco

 

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¹ João F. Proença

jproenca@fep.up.pt

Licenciado, Mestre, Doutor, Professor Associado da Faculdade de Economia, Universidade do Porto.

M. A, PhD, Senior Lecturer of Faculty of Economy, Oporto University, Portugal. Licenciado, Maestro, Doctorado, Profesor Asociado de la Facultad de Economía, Universidade do Porto.

² Marta Martins Silva

marta.martins.silva@gmail.com

Licenciada, Mestre, Direcção Regional das Pesca e Aquicultura do Norte, Portugal.

M.A, public servant, Regional Administration of Fishing and Fish Farming of North of Portugal.

Licenciada, Maestra, Dirección Regional de Pescas y Acuicultura del Norte, Portugal.

 

Recebido em Janeiro de 2007 e aceite em Fevereiro de 2008.

Received in January 2007 and accepted in February 2008.