Marketing digital: estudo de caso da utilização do aplicativo do Banco Alfa

Abstract

The present work aims to analyze the factors that motivate or not Banco Alfa's clients regarding the use of the institution's checking account application. Highlighting the importance of mobile banking in the current context, identifying the profile of customers who use this application and opportunities for improvement. The study carried out followed the form of exploratory research through a quantitative and qualitative questionnaire applied to the bank's customers and managers. The coexistence allowed a greater observation about the use of the application, configuring it as a qualitative research. Based on the survey carried out with customers, it was concluded that the main factor that motivates them regarding the usability of the application is its features, highlighting the fact that it becomes essential in their day-to-day. As for managers, it was concluded that the application's greatest importance is its ease of service and its practicality. As suggestions for improvement, it is suggested that the application has more features available, in order to attract more the target audience.