Quality Assessment of Capital Markets Services provided by a large Brazilian financial institution

Abstract

In this research study, we investigate drivers of customer quality of the services provided by a very large Brazilian financial institution – more specifically, capital market services for High Income customers of the bank. The survey was conducted with bank managers located at the point of care, who are responsible for serving and developing business with High Income investors in capital markets. The research analyzed and compared the expectations and customers' perceptions of the services provided, and found differences between customer segments. The study also identified the key attributes of service that influence most positively or negatively in the evaluation of perceived quality. Lastly, we identify attributes considered highly relevant from the respondents’ perspective. Results indicate that the services provided are at a competitive disadvantage, as assessed by customers of the bank. Another important finding is that no evidence of differences was found with regards to the customer segments.