Customer Retention in a Financial Institution in the Serra Gaúcha Viticulture Segment

Abstract

This research sought to understand customer retention in the viticulture segment in a financial institution in the context of Serra Gaúcha, the largest grape production center in Brazil, with a representative customer base in agribusiness financing. Finding the source of this evasion and enhancing customer retention in this segment, therefore, was the focus of the research. To this end, a qualitative research of an exploratory nature was carried out, operationalized through the technique of individual interviews in depth, with a semi-structured approach, by means the application of Basic Question Routes for fifteen interviewees (six customers with active costs, six customers without active costs and three General Managers of the Financial Institution). After analyzing the results, a focus group was held with the three General Managers, presenting the results for their validation. As results, a set of factors was evidenced that led to the loss of customers. Engineering problems with regard to products and/or services, difficulties in the operation or provision of services with an impact on customer satisfaction, relationship and customer retention or loyalty; excessive product focus to the detriment of customers and the use of a national strategy creating disadvantage compared to competing institutions with regional operations are some of the findings of the study.