Branding relationship in financial services. paradigm shift in Mediterranean countries

In the service industry, a long-term relationship with customers is the key success factor that is increasing enormously. Service encounters can be viewed as a social exchange, with the interaction between the service provider and the customer being a crucial component of satisfaction, and providing a strong reason for continuing a relationship. This article tries to identify the key brand dimensions in financial services, as few financial service brands have emotional values that can differentiate the company even though they call for credibility and sincerity in their choice. Financial services in Italy have been analysed, as they have experienced several changes over the last decades with a growing attention to customer needs. A questionnaire has been submitted to understand the factors that affect customer loyalty, especially those related to brand. This study highlights that in the area of the study, a Mediterranean region, social and local habits seem to affect consumer behaviour. In fact, consumers pay more attention to human contact, therefore stressing the importance of a vis à vis relationship, and thus demonstrating a Mediterranean approach to financial services.