Perceived quality and loyalty in service operations: a study in banking segment’s corporate person division

abstract: This study aims to verify the relationship between perceived service quality and loyalty among corporate customers of a bank located in southern region Brazil. Two research stages were developed, one qualitative exploratory other quantitative descriptive. The stage aimed collect managers’ customers’ perceptions about services. has been developed through semi-structured in-depth interviews, which provided input improve collection instrument applied stage. A survey with 48 questions was 129 customers, based on SERVPERF scale, Santos’ scale (2001) added from contributed proposal adapted current context banking sector, . In stage, multiple regression analysis, we have identified that empathy, safety response factors, descending order importance, had greater impact loyalty, power explanation 62%. Additionally, ANOVA, results allow us conclude means are higher longer bank, who operate credit as main financial institution terms investments.