Reputación bancaria durante la crisis económica. Comparación entre las principales entidades financieras desde la perspectiva del cliente

  1. Belén Ruiz Sánchez
  2. Santiago Gutiérrez Broncano
  3. Águeda Esteban Talaya
Journal:
Universia Business Review

ISSN: 1698-5117

Year of publication: 2014

Issue: 43

Pages: 16-35

Type: Article

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Abstract

The level of banking reputation has been damaged since the beginning of the economic crisis, but it has not hit equally all institutions in the national landscape. This study compares the reputation of the four leading Spanish financial institutions, from a corporate reputation index composed by eight dimensions, which provides operational keys in the management of banking reputation. The results show the impact of the nationalization of Bankia in the reputation level of this institution. They also provide a very accurate view of the differences and similarities concerning how institutions are perceived by their customers and the customers of their competitors. This analysis identifies the main issues on which institutions should act when designing effective reputation policies.

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