| Summary: | The banking sector is constantly growing, as is the competition and customer requirements that are steadily increasing in this industry. Even for banks that provide services of excellence, failures during the provision of services may occur. As a consequence, when services fail, banks suffer from an increased risk of losing their customers. The objective of this research is to propose actions to prevent bank failures based on service quality gap gaps and strategies to close the gaps. For this, a qualitative and quantitative study was chosen, with descriptive purpose in cross-section, through a survey. In addition, a semi-structured questionnaire was developed for clients who had some negative experience with banks in the last 12 months. The respondents were contacts through Facebook, Instagram, Linkedin, Whatsapp or email. After the analysis of the missing data, the final sample had 579 valid questionnaires. Data were analyzed through content analysis and simple descriptive statistics. With the results achieved, it was possible to classify the main problems reported by clients who experienced negative experiences with banking services, identifying the severity of the perceived failure of these clients to the reported problems. Finally, strategies for closing these gaps in the quality of banking services were described.
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