The paper investigates two different clusters of Italian banks in order to verify if and to what extent they promote or guarantee a strong relationship with customers. Drawing on available literature, the paper aims to verify customers’ perceptions and experiences relating to banks that have merged into another (larger) bank or still operate on a stand-alone basis. In this sense, the research project tries to investigate which of the bank clusters is considered more as “my bank” by customers and why. The data were collected through different focus groups and during one-to-one interviews. The results highlight important differences in the two clusters of customers. Results are discussed and managerial implications are drawn.
|Titolo:||Customers’ perception of banking services’ quality: an empirical evidence.|
|Data di pubblicazione:||2011|
|Appare nelle tipologie:||4.1 Contributo in Atti di convegno|