THE INFLUENCE OF INTERNAL COMMUNICATION ON QUALITY OF BANKING SERVICES
THE INFLUENCE OF INTERNAL COMMUNICATION ON QUALITY OF BANKING SERVICES

Summary/Abstract: Communication process plays an important role in everyday life and much more in organizations, in general and in banking organizations, in particular. Because of the dynamic of banking environment, any change raises suspicions in customer perceptions, so, there is needed a special attention to the communication process considered in terms of internal and external perspective. This paper aims to analyze internal and external communication of three banking institutions and their impact on quality of services provided, viewed from the perspective of customers. From the research conducted a series of internal communication problems were noticed, namely the horizontal communication, which, once resolved, could positively influence service quality. Also there was found an awareness of the importance of communication between employees and customers, aspect noted by both investigated categories.

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