A interação de instituições financeiras com seus clientes através do Facebook : proposta de um framework pela perspectiva das affordances

Abstract

The financial market worldwide is crossing a digitalization process of its products and services in the last years. This process is making physical bank agencies less important in banking relationships. In this context, technology has a key role in facilitating these processes, having social networks, especially Facebook, as a relevant mean. However, the current literature does not provide recommendations to guide FIs in organizing its banking process, as well as in integrating these processes with an acting strategy on social networks. Considering the lack of empirical knowledge on how social media affordances influence organizational processes, knowing and using the available ones can be a competitive advantage. This research proposes a prescriptive framework (named FACEFIN) aiming to guide financial institutions in strategically organizing client interaction processes by means of Facebook. This research used a qualitative method and was structured in two phases of data collection. The first phase consisted of two documental research totalizing 3716 comments analyzed from FI’s pages on Facebook. The second phase consisted of 15 semi-structured interviews with bank clients and managers. As a result, FACEFIN has been developed as a three-block hierarchy of concepts and recommendations: 1) Acting Strategy on Facebook; 2) banking processes; and 3) affordances. Banking processes mapped were: marketing, communication with clients, financial education and advisory and feedback of Products and Services (P&S). Affordances studied were: association, collaboration, perpetual contact, editability, persistence, visibility, privacy and surveys, and voting. FACEFIN integrated banking processes and affordances as an acting strategy in social networks, providing recommendations to managers of FIs. This research expands existing literature on affordance in banking processes context adding a strategic view of acting on social networks in an integrated prescriptive framework. Contributions for practice are managerial recommendations for FIs orienting a strategic organization of banking processes on Facebook.