Abstract:

The present study aims to observe and evaluate the customer satisfaction and customer loyalty of Caixa de Crédito Agrícola Mútuo da Região de Bragança e Alto Douro. With this analysis is intended that the administration of the institution identify and assess strengths and weakness that may be able to improve. Thus, applying the European Customer Satisfaction Index model a survey was carried out by questionnaire to customers of financial institution object of study, where the size of the sample was 1705 customers for the period 2011-2013. From the results obtained based on descriptive and inferential analyses as well as logistic regression models, was possible to verify the existence of statistically significant relationships between latent variables of the model in study.