Marketing de relacionamento: um estudo de caso sobre o processo de migração das micro e pequenas empresas do norte do Tocantins

Abstract

A new form of banking services has been configured as demand for certain market segments, in the business world, which press for agility in service and less bureaucracy, elements that favor the relationship and customer loyalty. In this way, credit cooperativism has been placed on the market as an option when choosing the banking institution. Eventually, finding financial institutions that provide cost savings, maintaining a good relationship for a good span of time, has been a constant pursuit of entrepreneurs and managers. In this sense, this paper aims to identify the factors that lead a company to migrate its operations from a traditional bank to a credit cooperative. In order to reach this objective, a bibliographic survey was carried out regarding the concept of credit cooperatives, marketing and relationship marketing and differentiation between cooperatives and banking institutions. The data collection was done through interviews conducted through a structured questionnaire applied to entrepreneurs, managers and decision makers in making business decisions. The survey was carried out from December 2017 to March 2018, totaling 15 questionnaires answered. The results show that factors such as the relationship with the financial institution and the economic benefits carry greater weight in the migration of operations, even though clients still have some transactions with the traditional banks.