Banking Communications: A Perceptual Study of Customer Relations

Abstract

Hopefully, effective banking communications would improve and strengthen relationships with the stakeholders and work-team empowerment to achieve desired level of performance directing towards organizational success in changing operating and governing environments. Though the banks and their service have been advancing in Nepal, customer satisfaction in terms of banking communications is still a matter of serious concern. This paper explores perception of banking communications among the customers showcasing bank and customer relations. As a customer relation is one of the key indicators of banks profitability, the attention of banks has been gradually inclining towards customers through via more effective communication initiatives. Effective communication in banks helps their staff and customers in having knowledge about various strategic decisions that are implemented or are going to be implemented, understanding banking policies and procedures, acknowledging various issues related to banking and understanding ways forward for prosperity. The existing literature confirms a very strong positive relationship between communication in practice and perceived level of customer satisfaction. Thus, the banks must adapt proper strategies and techniques of effective communication with the valued customers. Bank procedures on communicating with customers depend on the structural sets and culture of the organization. Moreover, conceptual framework of the banking communications and customer relations also confirms the imperative need for addressing this issue more effectively, especially in changing context of Nepal. This research can be helpful to banks to know how customers perceive over all banking system and work accordingly. Also, it can be helpful to Nepal Rastra Bank for formulating banking policies and other concerned authorities can also be benefited through this research.

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