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This research focused on the corporate communication of banks in the Democratic Republic of Congo. Rawbank's customer loyalty strategy in the face of competition. Indeed, the crises of 1990 and 2014 which shook the banking sector with the bankruptcy of exclusively local banks, notably the Intercontinental Bank for Africa in Congo (B.I.A.C), the International Credit Bank (B.I.C) as well as Fibank did not allow other banks, notably Rawbank to retain its customers, which are mainly State Agents and Officials. We are pursuing a triple objective. Our theoretical framework of analysis borrows from the theory of resources to demonstrate that the bank, through its agents, constitutes one of the elements of promotion of its brand image. It emerges from our investigations that the customer, who is nevertheless at the centre of Rawbank's communication policy, is not taken care of. The communication actions that the bank puts in place are exclusively aimed at new customers, i.e. at conquering a new region.
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Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.