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The customer value structure in the brazilian personal retail banking market: a specific summated rating scale

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  • João Carlos Neves de Paiva
  • Francisco Vidal Barbosa
  • Áurea Helena Puga Ribeiro

Abstract

The aim of this study is to develop a scale in order to identify and classify the most valued attributes of retail banks by their customers. There is a shortage of studies about customer value that take into account variables such as economic sectors, customer segments or geographic regions, thereby allowing greater precision on developing strategies to conquer customer loyalty in present and future transactions. The methodology applied relies on solid conceptual and theoretical thinking and gathered procedures recommended by recognized authors, including the triangulation process, which emphasizes the qualitative approach as a support for quantitative analysis. Purification processes and several qualitative and quantitative tests provide reliability and validity to the scale. The results also show that specific scales are more precise when it comes to explaining marketing phenomena related to customer value in addition to the relevance of the methodology for further studies in that field. This notwithstanding, further studies are recommended in order to confirm the validity of the proposed scale.

Suggested Citation

  • João Carlos Neves de Paiva & Francisco Vidal Barbosa & Áurea Helena Puga Ribeiro, 2009. "The customer value structure in the brazilian personal retail banking market: a specific summated rating scale," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 13(2), pages 310-327.
    • Handle: RePEc:abg:anprac:v:13:y:2009:i:2:678
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