FATORES INFLUENTES NA SATISFAÇÃO DE CLIENTES E ASSOCIADOS EM INSTITUIÇÕES FINANCEIRAS DE NAVIRAÍ/MS

Abstract

This study investigated the main factors that influence customer and associate satisfaction in commercial financial institutions and credit unions. The banking sector, both in Brazil and globally, plays an important role in the economy, providing credit and financial services essential for economic growth and stability. Credit cooperatives, in turn, stand out as an alternative to commercial banks, promoting financial inclusion and local development. Using a quantitative approach, a survey collected data through structured questionnaires, applied digitally and in person in Naviraí-MS. An analysis revealed that the main factors for customer satisfaction include competitive prices, quality face-to-face service and ease of access to services. Although the majority of respondents had accounts with commercial banks, there is a significant appreciation of credit unions, especially in terms of lower fees and security. The results indicated that 54.13% of respondents did not perceive notable differences between cooperatives and commercial banks. However, 37.59% valued the differences, indicating that cooperatives need to improve communication about their advantages, such as profit sharing. Banks must continue to promote the trust and stability they offer.