Santos, Francisco Carlos Barbosa dos2026-06-022026-06-022026SOUZA, Josélio Kléber de. Os efeitos das dimensões de valor percebido pelos clientes em bancos tradicionais e bancos digitais. Goiânia (GO), 2026. 66 f. Dissertação (Mestrado Profissional em Administração) - Centro Universitário Alves Faria, 2026.http://repositorio.unialfa.com.br/handle/123456789/787The increasing use of digital technologies in the financial sector has transformed the relationship between customers and banking institutions, requiring a deeper understanding of the factors that influence user choice and loyalty. Within this context, this dissertation investigated how perceptual dimensions related to trust, convenience, and perceived value influence the choice between digital and traditional banks, as well as customer retention within these institutions. Methodologically, this study adopted a quantitative approach with a descriptive and explanatory design, using a survey administered to 187 participants, a sample size considered statistically adequate for the analytical techniques employed. Data were analyzed using multivariate statistical analysis, including Exploratory Factor Analysis, reliability tests, factor correlations, multiple linear regression, and cluster analysis (k-means). The results revealed a factorial structure composed of three main dimensions: digital convenience, trust, and perceived value. The analyses indicated positive and moderate correlations among the factors, confirming their discriminant validity. Regression analysis showed that trust is the primary predictor of customer loyalty, followed by digital convenience, while perceived value exhibited a secondary influence. Cluster analysis identified three distinct customer profiles: Digitally Engaged, Pragmatic Users, and Skeptical Traditionalists, demonstrating that the choice between digital and traditional banks is not homogeneous but depends on the combination of technological fluency, perceived security, and functional expectations. It is concluded that the Brazilian banking landscape is predominantly hybrid, in which convenience drives the adoption of digital banks, whereas trust sustains the continuity of traditional banks. This study contributes to the understanding of financial consumer behavior and offers strategic insights for banking institutions seeking to align technological innovation with the construction of credibility.ptPercepção do consumidorServiços financeirosConfiança institucionalConveniência tecnológica