Customer Perception of Bank Communication: Evidence and Implications

The current competitive banking arena shows that communication has become a fundamental instrument to increase customer loyalty. In this context, the paper considers two different clusters of Italian banks to verify the role of communication in creating brand image and its impact on banking-customer relationship. In order to validate this hypothesis, a field research consisting of two parts has been conducted: a qualitative analysis through a focus group and a quantitative analysis that strengthens the evidence emerged in the first step. The results highlight that greater communication