Perceptions of consumers in the financial industry under a qualitative data analysis methodology

摘要

This research is developed in order to better understand the feelings, sentiments, experiences and perceptions of dissatisfied consumers who use or have used the credit card Capital One in the US market. Capital One Financial Corporation is a US-based bank holding company specialising in credit cards, home loans, auto loans, banking and savings products. In terms of total assets and deposits, Capital One is the eighth largest bank holding company in the USA. This research has been conducted through a total of 1633 written reviews in the website Consumer Affairs applying a qualitative data analysis to discover the key aspects related to consumer's sentiments, feelings, experiences and perceptions. Textual statistics and cumulative coding frequency are applied in order to determine the main concerns of the customers and avoid possible problems in the future from a marketing and organisational perspective.