Características e reclamações de consumidores em bancos, financeiras e administradoras de cartão

Abstract

The Brazilian banking sector faces significant challenges in managing customer satisfaction and mitigating service failures. Prioritizing quality improvement and complaint handling is essential to drive satisfaction and loyalty, which are crucial elements for growth in today's dynamic market. The objective of this study is to analyze the characteristics and complaints of consumers of banks, financial institutions, and card administrators, sourced from the Brazilian public platform Consumidor.gov.br. Regarding the methodology, the study adopts an exploratory and quantitative approach, using secondary data from the Consumidor.gov.brplatform from 2015 to September 2022, totaling 1,530,138 complaints. The analytical technique employed is Exploratory Data Analysis, involving descriptive statistics and graphical visualization to understand patterns in the collected data. The results show that most complaints occur in the Southeast region of Brazil, especially in São Paulo, with a predominance of male consumers in the age range of 31 to 40 years. Complaints focus mainly on credit cards, with frequent problems related to billing and customer service. Most complaints are responded to by companies, but a significant portion do not receive a final evaluation from consumers, resulting in a low average rating for the service provided. Finally, it is concluded that this study analyzes complaints in the financial sector in detail, revealing geographic patterns, types of complaints and efficiency in companies' responses, guiding public policies and business strategies to improve customer satisfaction.