Retenção de clientes na renegociação de créditos inadimplentes: um estudo em uma grande instituição financeira brasileira
Data
2009-05-29
Orientador(res)
Ridolfo Neto, Arthur
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Resumo
This work analyses, under a quantitative aproach, customer retention during the renegotiation process of defaulted credits. The main focus is to understand which variables explain those customers’ retention and, therefore, improve collection processes of a financial institution in Brazil. The theme becomes relevant since many factors make competitiveness harder inside the credit industry in the country: last decade’s banking concentration, credit offer’s increase in the past years, bank’s spreads reduction, and the global economic crisis that affects specially the financial institutions industry. The research aims to investigate which variables better explain the retention phenomenon. Therefore, customers projected as profitable were selected through the Markov chain methodology. Then, register and contractual variables’ adherences were tested against the dependent variable 'retention', following two methodologies: the CHAID algorithm from decision trees and the stepwise from logistics regression. Results indicate that CHAID method selected 7 and stepwise 8 variables, some being of a register nature and others come from the own renegotiation contract. Given that contract clauses have influence over retention and therefore over customer’s value, it is suggested that the credit offer considers, operationally, retention concepts in the collection activity.