7. Conclusões
7.2. Limitações e questões de investigação futura
Como qualquer investigação, o presente estudo apresenta algumas limitações que serão apresentadas de seguida.
Em primeiro lugar, dado tratar-se de uma amostra por conveniência, os dados sócio económicos e demográficos podem condicionar alguns resultados.
Outra limitação observada é o facto do estudo se concentrar na perceção da experiência dos clientes da banca portuguesa, pelo que estes resultados precisam de ser validados em diferentes contextos. Neste sentido, seria também interessante validar os resultados em diferentes países, setores de atividade e noutros segmentos de clientes, como por exemplo o segmento das empresas e outros canais, como o
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online banking. Outro possível estudo a rever futuramente, seria a comparação da
qualidade da experiência entre bancos privados e públicos.
Adicionalmente, o estudo não teve em consideração outros fatores externos, como o contexto atual do mercado financeiro, o risco, entre outros, que podem ter influências na avaliação da experiência com o banco. Paralelamente, outro fator que se deve ter em conta é o facto dos alguns clientes que têm operações de crédito estarem “obrigados” a permanecer nessa instituição, não por uma questão de opção ou de satisfação com o serviço, mas porque as condições do crédito assim o exigem.
Apesar das variáveis sobre os resultados no comportamento dos clientes serem pouco estudadas na relação com a experiência, mais variáveis poderiam ser acrescentadas ao modelo como por exemplo a rentabilidade, satisfação e lealdade, obtendo-se assim resultados mais concretos.
Dado tratar-se de uma investigação que se concentra na perspetiva do cliente, seria interessante comparar essa perspetiva com a perspetiva das instituições financeiras. Por fim, outra pesquisa futura a ter em consideração seria o tempo de relacionamento com o banco como condicionante da avaliação da experiência do cliente.
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