Investor relations of bovespa’s stock exchange listed banks: a study on the corporate governance strategy in virtual banking services

Abstract

Corporate governance practices have got major attention in recent years, mainly due to the need to strengthen their basic principles: fairness, accountability, compliance and disclosure. Particularly as far as the latter one is concerned, the relationship between companies and investors is of essential importance in the current context of the consolidation of corporate governance practiced by companies. This article is a qualitative descriptive study based on an analysis of the performance of virtual banking tools for investors used by Bovespa’s Stock Exchange listed banks, whether they are listed at different levels of corporate governance or in the traditional market. The main results indicate a more intensive use of the following tools: website, e-mail, electronic form for submission, FAQ, site map and video conference. It was also noticed that the banks listed at different levels of corporate governance have a better performance than the ones listed in the traditional market. Such evidence derives from the fact that nine out of ten banks listed in the traditional market had the worst performance in the field research conducted among 25 banks listed in Bovespa’s Stock Exchange.

Key words: strategy, investor relations, banking services for investors.