摘要：AbstractIn order to understand customers’ characteristics, banking management should create a good relationship with them. This article is focused on the relationship between communication management in banking system and the customer satisfaction and loyalty/retention. We consider Electronic Communication (e-Communication) is a crucial variable on customer satisfaction. Thus online channels for communication are the discussion topic of our paper: collaborative projects, blogs, content communities, social network sites, virtual game world, web-sites and electronic mails. We also consider Social Media an important communication channel with existing clients and prospective clients. The conclusion is that banks need to make the paradigm shift in management practices by continuous innovation in the service of customers.
关键词：electronic banking;e-communication;customer satisfaction;customer loyalty;social media
