ESTUDO FENOMENOLÓGICO DA PRESTAÇÃO DE SERVIÇO BANCÁRIO-FINANCEIRO
Barra lateral del artículo
Contenido principal del artículo
Resumen
O assunto desse estudo é a experiência vivida sob a ótica fenomenológica, objetivando verificar a troca de papeis executada por clientes de serviços bancário-financeiros em seu processo de coprodução ao tomarem decisões de investimentos. O levantamento de informações primárias e a análise das evidências obedeceram ao método fenomenológico, com o apoio de levantamento bibliográfico pertinente, na busca por temas capazes de captar a essência das experiências dos participantes. Como resultado foram identificados dois temas superordenados – o cuidado-responsabilidade para com o dinheiro, e a confiança no analista financeiro – em torno dos quais dois temas gravitacionais emergiram: o desejo de coproduzir, e a percepção da delegação mesclada à auto culpa. Concluiu-se que, fenomenologicamente, a troca de papéis durante a interface estudada é vista como vetor de criação de valor, considerando a forma como os sujeitos perceberam o controle/participação no processo de prestação de serviços financeiros, e o alto nível de significância dessa coprodução – já que envolve dinheiro – combinados com a percepção de auto culpa.
Detalles del artículo
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
Copyright (c). Boletim de Coyuntura (BOCA)
Este obra está bajo una licencia de Creative Commons Reconocimiento 4.0 Internacional.
Citas
ANGLIN, A.; KINCAID, P.; ALLEN, D. “Role Theory Perspectives: Past, Present, and Future Applications of Role”. Theories in Management Research, vol. 48, n. 6, 2022
ARNOULD, E.; PRICE, L. “River Magic: Extraordinary Experience and the Extended Service Encounter”. Journal of Consumer Research, vol. 20, n. 1, 1993
BELVEDERE, C.; GROS, A. (eds.). The Palgrave Handbook of Macrophenomenology and Social Theory. Cham: Palgrave Macmillan, 2023.
BHUI, R.; LAI, L.; GERSHMAN, S. “Resource-rational decision making”. Current Opinion in Behavioral Sciences, vol. 41, 2021.
CARUELLE, D. et al. “Affective Computing in Marketing: Practical Implications and Research Opportunities Afforded by Emotionally Intelligent Machines”. Marketing Letters, vol. 33, 2022.
CARUELLE, D.; LERVIK-OLSEN, L.; GUSTAFSSON, A. “The clock is ticking – Or is it? Customer satisfaction response to waiting shorter vs. longer than expected during a service encounter”. Journal of Retailing, VOL. 99, 2023.
CRUIJSEN, C.; HAAN, J.; ROERINK, R. “Financial knowledge and trust in financial institutions”. Journal of Consumer Affairs, vol. 55, n. 2, 2021.
D´SOUZA, S. “Qualitative Writing: Exploring Cul-de-Sacs and Alleys”. International Review of Qualitative Research, vol. 17, n. 3, 2024
DAMBERG, S.; SCHWAIGER, M.; RINGLE, C. “What’s important for relationship management? The mediating roles of relational trust and satisfaction for loyalty of cooperative banks’ customers”. Journal of Marketing Analytics, vol. 10, n. 1, 2022.
DECASIEN, A. et al. “Sex differences in the human brain: a roadmap for more careful analysis and interpretation of a biological reality”. Biology of Sex Differences, vol. 13, n. 1, 2022.
EARLE, T.; SIEGRIST, M. “Morality Information, Performance Information, and the Distinction Between Trust and Confidence”. Journal of Applied Social Psychology, vol. 36, n. 2, 2006
ENGLANDER, M.; MORLEY, J. “Phenomenological psychology and qualitative research”. Phenomenology and the Cognitive Sciences, vol. 20, n. 5, 2021.
EWIJK, B.; GIJSBRECHTS, E.; STEENKAMP, J. “The Dark Side of Innovation: How New SKUs Affect Brand Choice in the Presence of Consumer Uncertainty and Learning”. International Journal of Research in Marketing, vol. 39, n. 4, 2022.
FERDOUS, A. et al. “Boosting app-based mobile financial services engagement in B2B subsistence marketplaces: The roles of marketing strategy and app design”. Industrial Marketing Management, vol. 119, 2024.
GRÖNROOS, C. “Value Co-Creation in Service Logic: A Critical Analysis”. Marketing Theory, 11, n. 3, 2011
HAYNES, P.; HIETANEN, J. “Marketing without trust? – Blockchain technologies in the sharing economy as assemblage and pharmakon”. Journal of Business Research, vol. 163, 2023.
HEIDENREICH, S. et al. “Together forever? How customer co-creation affects the adoption of digital service innovations over time”. Journal of Product Innovation Management, vol. 41, n. 5, 2024.
HEILMAN, C.; BOWMAN, D.; WRIGHT, G. “The Evolution of Brand Preferences and Choice Behaviors of Consumers New to a Market”. Journal of Marketing Research, vol. 37, 2000
HOCHSCHILD, A. R. The Managed Heart: Commercialization of Human Feeling. California: University of California Press, 2012
HOLLEBEEK, L.; KUMAR, V.; SRIVASTAVA, R. “From Customer , to Actor , to Stakeholder Engagement: Taking Stock, Conceptualization, and Future Directions”. Journal of Service Research, vol. 25, n. 2, 2022.
HUANG, B.; MA, L.; XIA, W. “The Mixed Effect of Role Overload on Extra-Role Performance: The Mediation Role of Behavioral Inhibition System/Behavioral Activation System Responses”. Frontiers in Psychology, vol. 12, 2021.
HUSSERL, E. A ideia da fenomenologia. Lisboa: Edições 70, 2001
JECKELLS, H. “An investigation into the influential factors that impact consumer decision-making among prospective online MBA students”. Journal of Marketing for Higher Education, vol. 32, 2022.
JUNG, J. et al. “The Interactive Influence of Frontline Employee Motivational Orientation and Service Climate/Strength Upon Employee Need Satisfaction and Performance”. Journal of Service Research, vol. 27, n. 4, 2024.
KOMULAINEN, H.; SARANIEMI, S. “Customer centricity in mobile banking: a customer experience perspective”. International Journal of Bank Marketing, vol. 37, n. 5, 2019
KRAMER, V. “Ganhos das classes A e B devem crescer mais que o dobro da renda dos pobres”. Gazeta do Povo [2024]. Disponível em . Acesso em: 21/08/2025.
LANNAN, K. Interpretative phenomenological analysis: Exploring the formative experiences of community college students enrolled in remedial courses (Doctoral Thesis in Philosophy). Fort Collins: Colorado State University, 2015
LARSEN, H.; ADU, P. The Theoretical Framework in Phenomenological Research: Development and Application. New York: Routledge, 2021.
LAZARUS, R. “Coping Theory and Research: Past, Present, and Future”. Psychosomatic Medicine, vol. 55, n. 3, 1993
LEACH, M. et al. “Advocates and adversaries: examining the role of supplier advocacy on customer reacquisition”. Journal of Personal Selling and Sales Management, vol. 41, n. 2, 2021.
LEAVY, P. Oral History: Understanding Qualitative Research. New York: Oxford University Press, 2022.
LEIGHTON, K. et al. “Using Social Media and Snowball Sampling as an Alternative Recruitment Strategy for Research”. Clinical Simulation in Nursing, vol. 54, 2021.
MANEN, M. “Doing Phenomenological Research and Writing”. Qualitative Health Research, vol. 31, n. 5, 2021.
MARSHALL, C.; ROSSMAN, G. Designing Qualitative Research. London: Sage Publications, 2015
MARTÍNEZ-NAVALÓN, J.; FERNÁNDEZ-FERNÁNDEZ, M.; ALBERTO, F. “Does privacy and ease of use influence user trust in digital banking applications in Spain and Portugal?”. International Entrepreneurship and Management Journal, vol. 19, n. 2, 2023.
MAYRING, P. Qualitative Content Analysis: A Step-by-Step Guide. Thousand Oaks: SAGE, 2021.
McCLURE, K.; McNAUGHTAN, J. “Proximity to Power: The Challenges and Strategies of Interviewing Elites in Higher Education Research”. The Qualitative Report, vol. 26, n. 3, 2021.
NEGHINA, C. et al. “Value cocreation in service interactions: Dimensions and antecedents”. Marketing Theory, vol. 15, n. 2, 2014
NIŢOI, M.; POCHEA, M. “Trust in the central bank, financial literacy, and personal beliefs”. Journal of International Money and Finance, vol. 143, 2024,
OLK, S. et al. “Emotional labor in a non-isolated service encounter – The impact of customer observation on perceived authenticity and perceived fairness”. Journal of Retailing and Consumer Services, vol. 58, 2021
PELLANDINI-SIMÁNYI, L.; BARNHART, M. “The market dynamics of collective ignorance and spiraling risk”. Journal of Consumer Research, vol. 51, n. 4, 2024.
PITTENGER, L. et al. “Bounded Rationality: Managerial Decision-Making and Data”. Journal of Computer Information Systems, vol. 62, n. 5, 2022.
RAJAOBELINA, L. et al. “Examining emotions linked to live chat services: The role of e service quality and impact on word of mouth”. Journal of Financial Services Marketing, vol. 27, n. 3, 2021.
RAJAOBELINA, L. et al. “Towards a better understanding of mobile banking: The impact of customer experience on trust and commitment”. Journal of Financial Services Marketing, vol. 23, n. 3, 2018
ROY, S. et al. “Customers’ motives to co create in smart services interactions”. Electronic Commerce Research, vol. 23, n. 3, 2023.
SAHA, V.; GOYAL, P.; JEBARAJAKIRTHY, C. “Value co-creation: a review of literature and future research agenda”. Journal of Business and Industrial Marketing, vol. 36, n. 3, 2021.
SANCHIS-SEGURA, C. et al. “Univariate and multivariate sex differences and similarities in gray matter volume within essential language-processing areas”. Biology of Sex Differences, vol. 14, n. 1, 2023.
SANDS, S. et al. “Managing the human–chatbot divide: how service scripts influence service experience”. Journal of Service Management, vol. 32, n. 2, 2021.
SANTANA, S.; MORWITZ, V. “The Role of Gender in Pay-What-You-Want Contexts”. Journal of Marketing Research, vol. 58, n. 2, 2021.
SEIDMAN, G. “Self-presentation and belonging on Facebook: How personality influences social media use and motivations”. Personality and Individual Differences, vol. 54, 2013.
SILVA, M. G. S. et al. “Plano de parto como tecnologia educacional potente no pré-natal: uma interface com a fenomenologia”. Boletim de Conjuntura (BOCA), vol. 21, n. 62, 2025.
SMITH, J.; FLOWERS, P.; LARKIN, M. Interpretative Phenomenological Analysis. Theory, Method and Research. London: SAGE Publications, 2009
SOLOMON, M. et al. “A Role Theory Perspective on Dyadic Interactions: The Service Encounter”. Journal of Marketing, vol. 49, 1985.
SUTTON, E. et al. “Am I safe? An interpretative phenomenological analysis of vulnerability as experienced by patients with complications following surgery”. Qualitative Health Research, vol. 32, n. 14, 2022.
TELLO-ROZAS, S.; MICHAUD, V.; RHÉAUME, J. “What’s Your History? Methodological Prospects and Challenges of Using Life-History Narratives as an Alternative Method to Assess Nonprofits’ Impacts”. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, vol. 32, n. 5, 2021.
TROCCOLI, I. R.; FELIZARDO JR., N. A. “Exchanging roles: an insight into the theory of value co-creation”. Journal of Marketing Theory and Practice, vol. 28, 2020.
VARGO, S. L.; LUSCH, R. F. “Service-dominant logic: continuing the evolution”. Journal of the Academy Marketing Science, vol. 36, 2008a.
VARGO, S. L.; LUSCH, R. F. “Why service?” Journal of the Academy Marketing Science, vol. 36, 2008b.
VARGO, S. L.; LUSCH, R. F. “Institutions and axioms: an extension and update of service-dominant logic”. Journal of the Academy of Marketing Science, vol. 44, n. 1, 2016.
VARGO, S. L.; LUSCH, R. F. “It’s all B2B and beyond…: Toward a systems perspective of the market”. Industrial Marketing Management, vol. 40, n. 2, 2011.
WANG, E.; BERTHON, P.; BECHWATI, N. „The effect of mindfulness on service encounter quality”. ResearchGate [2021]. Disponível em: . Acesso em: 23/05/2025.
WESSBERG, A.; LUNDGREN, I.; ELDEN, H. “Being in limbo: Women’s lived experiences of pregnancy at 41 weeks of gestation and beyond. A phenomenological study”. BMC Pregnancy and Childbirth, vol. 17, 2017.
WINTER, S.; MASLOWSKA, E.; VOS, A. L. “The effects of trait-based personalization in social media advertising”. Computers in Human Behavior, vol. 114, 2021.
WOLGEMUTH, J.; JORDAN, L. “Critical Qualitative Inquiry: An Optimistic Counter in/to a Conservative Backslide”. International Review of Qualitative Research, vol. 17, n. 2, 2024.
WU, W. et al. “Elucidating trust-building sources in social shopping: a consumer cognitive and emotional trust perspective”. Journal of Retailing and Consumer Services, vol. 71, 2023.
XIANG, Y.; SOBERMAN, D.; GATIGNON, H. “The Effect of Marketing Breadth and Competitive Spread on Category Growth”. Production and Operations Management, vol. 31, n. 2, 2021.
XIE, X.; WANG, H.; SENDRA-GARCÍA, J. “How does customer involvement in service innovation motivate service innovation performance? The roles of relationship learning and knowledge absorptive capacity”. Journal of Business Research, vol. 137, 2021.
YANG, Y. et al. “The Influence of Emotional Labor of Service Employees on Customer Service Misbehavior and Repurchase Intention: The Role of Face”. Psychology Research and Behavior Management, vol. 16, 2023.
YANG, Y.; ZHANG, M.; BAE, K. “The Nexus of Service Quality, Customer Experience, and Customer Commitment: The Neglected Mediating Role of Corporate Image”. Frontiers in Psychology, vol. 13, 2022.
ZEITHAML, V. et al. Services Marketing: Integrating Customer Focus Across the Firm. Dubuque: McGraw-Hill Education, 2023.