ATTITUDES TOWARD BANK PRODUCTS: THE EMPLOYEE'S PERSPECTIVE
Abstract
This research verifies the relation between attitudes toward bank products and social demographics variables. The products studied were: car insurance; life insurance; home insurance; retiring plan; capitalization heading; real state trust. The attitudes are considered as an evaluative process of objects, which generates a positive or negative evaluation, involving three components (affective, cognitive and conative), being a link between two concepts. The data was collected with employees of a large Brazilian bank who sell these products and are located in its point of sale. The research counted with 975 valid questionnaires with answers from almost all states. The measurement developed for this research has demonstrated high reliability after the factor analyses. To test the hypotheses Stepwise Regression were made which indicated that age, income and mainly gender are relevant variables for the attitude toward the products. Finally, the research contributions and limitations are presented.
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