AGÊNCIAS BANCÁRIAS: A INFLUÊNCIA DA CAPACIDADE ABSORTIVA NO MARKETING DE RELACIONAMENTO

Resumo

The absorption and interpretation of knowledge and the lasting relationship with customers are essential tools for the development of bank branches capable of facing the challenges and competitiveness of the marketing environment in the last years. Therefore, the study aims to analyze the influence of the absorptive capacity in relationship marketing in bank branches in the Midwest and Planalto Sul Catarinense. As methodology, it was made use of an explicative research, applied through a quantitative approach. For data collection, an online survey was used, through a validated and adapted questionnaire, which was later sent to 278 employees of the bank branches. The research instrument was composed of variables structured according to a seven-point Likert scale, which approached the constructs of absorptive capacity and relationship marketing. The data obtained were analyzed in Excel and SPSS software by means of a simple linear regression model, with the purpose of testing the hypothesis that questions if the absorptive capacity positively affects relationship marketing in bank branches. The results confirmed that the research hypothesis was accepted. In the same way, it is emphasized that bank branches have shown to apply the concepts of absorptive capacity and relationship marketing to improve the attendance of customers' needs and to generate benefits that justify loyalty. Moreover, when used simultaneously, the constructs boost the strategic performance of branches in the financial market.