Communication as a key factor in banking customer relationship

Customers have showed a greater disaffection with regard to the quality of banking services. This element constitutes a fundamental aspect since the competition between banks will turn from the activities to the relationship with and the defence of the customer base. The banking business model will have to be re-thought and the level of service will be the key criteria of the banking offer. In this context, the paper investigates if, and to which extent, the communication plays a role in creating the brand image of the bank and in promoting a strong relationship with customers. More specifically, the paper aims to verify if the communication is a critical basic attribute for banks that still operate on a stand-alone basis such as the cooperative banks.