Comment le secteur bancaire gère-t-il son identité et sa réputation auprès de ses clients?

Abstract

The purpose of this study was to explore how belgian banks manage their identity and reputation and determine the variables that can affect it. In order to analyze this, the reputation of the bank was analyzed, which made it possible to understand the evolution of consumer behavior in banking. This helped identify perceived transparency and CSR as two main factors that could affect a bank's reputation. In order to determine whether these elements have an impact on the reputation of the brand, a quantitative study was conducted. A total of 79 questionnaires were obtained. The analysis concluded that being socially and environmentally responsible and transparent had a positive impact on a bank's reputation. To arrive at these conclusions, a mediation analysis was conducted with transparency as a mediator. The analysis of the impact of reputation on loyalty has also been studied. The five hypotheses were accepted. In concrete terms, these conclusions allow us to determine that, for a bank, it is important that it displays a high level of transparency, which leads to a better reputation and therefore to more loyal customers.