Andere Kunden interessierten sich auch für
![Liberalisation of the insurance sector in the DRC]( "Liberalisation of the insurance sector in the DRC")
Liberalisation of the insurance sector in the DRC29,99 €![THE IMPACT OF INFLUENCERS ON CORPORATE BRAND IMAGE]( "THE IMPACT OF INFLUENCERS ON CORPORATE BRAND IMAGE")
THE IMPACT OF INFLUENCERS ON CORPORATE BRAND IMAGE39,99 €![MARKETING COMMUNICATION, CORPORATE IMAGE AND CUSTOMER RETENTION]( "MARKETING COMMUNICATION, CORPORATE IMAGE AND CUSTOMER RETENTION")
MARKETING COMMUNICATION, CORPORATE IMAGE AND CUSTOMER RETENTION39,99 €![Marketing management: the secret of corporate sales]( "Marketing management: the secret of corporate sales")
Marketing management: the secret of corporate sales26,99 €![Digital communication and the challenge of positioning SMEs]( "Digital communication and the challenge of positioning SMEs")
Digital communication and the challenge of positioning SMEs44,99 €![Master the basics of marketing]( "Master the basics of marketing")
Master the basics of marketing55,99 €![NLP applied to the advertising and communication professions]( "NLP applied to the advertising and communication professions")
NLP applied to the advertising and communication professions36,99 €
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.