Communication and Conflict Resolution at the Bank Counter as a Factor of Successful Marketing

In the first theoretical part of the thesis, she aimed to demonstrate that the prerequisite for successful customer acquisition, marketing and retention in banks is properly set communication objectives and the correct choice of ** communication channels **. A kind of 'personal relationship' between the bank and the client is of crucial importance and brings mutual benefit. In the research part of the thesis, she conducted a survey which established that clients remain loyal to one bank despite relentless competition amongst banks. However, they wish for more offers, more choice, and thus easier decision-making.

Problem

In the first theoretical part of the thesis, she aimed to demonstrate that the prerequisite for successful customer acquisition, marketing and retention in banks is properly set communication objectives and the correct choice of ** communication channels . A kind of 'personal relationship' between the bank and the client is of crucial importance and brings mutual benefit. A client is satisfied when their ** expectations are met, when they feel ** trust and reliability**.

This success is based primarily on the human factor: on the motivation, competence and willingness of all employees, both managers and bank workers. The manager has an important role in creating a positive climate amongst employees and in the organisation of work and tasks itself. Success is also indirectly influenced by: the tidiness of employees, a tidy working environment and tidy workspaces, which are also a prerequisite for effective, lasting customer satisfaction.

Communication is also most important in conflict resolution. The prerequisite for successful conflict resolution is the ability to listen and respect the opinions of others.

Results

In the research part of the thesis, she conducted a survey which established that clients remain loyal to one bank despite relentless competition amongst banks. However, they wish for more offers, more choice, and thus easier decision-making. They wish for more personal treatment and, above all, shorter queues.

The research also showed that communication in banks is good. Respondents attribute great importance to friendliness, discretion and reliability. From the research, she was able to conclude that despite the ever-increasing choice of modern banking channels, the personal approach remains the most important link between the client and the bank.