Challenges of customer-centric multichannel banking in the UAE and Italy
With: Cornelia Ilie, Professor of Business Communication - College of Business Zayed University, Abu Dhabi, UAE.
Recent research has provided evidence that, following the financial crisis, in many countries banks are lacking good reputation and the trust of customers. The impact of the new ICT and multi-channel banking (DeYoung, Lang & Nolle 2007) as well as the emergence of more demanding and informed customers (Ford 2001), have significantly modified the relationship between customers and banks over the past decade.
What are the implications of a significant consumer migration from bricks and mortar branches to digital services?
Although a number of recent studies focus on the widespread use of multi-channel banking in the UAE, the examination of customer service communication skills in the UAE banking sector is a largely under- researched area.
The present study focuses on communication-related perceptions of customer satisfaction and dissatisfaction with multi-channel banking services in the UAE, aiming to compare the customers’ experiences of actual sources of miscommunication.
Special attention has been given to the main factors that impact bank customers’ perceptions of bank service (mis)communication,
including the socio-historical and cultural particularities of banking practices in the UAE.