Komercinio banko įvaizdžio kūrimo ir gerinimo modelis

Abstract

Every organization has to make and constantly improve its' image. Image definable as a whole of sensibilities, experience, impressions, contacts, mind about one thing. The Central Lithuanian bank controls the activity of commercial banks, so their image has to be correct and must pass the true. The banks image compose: technologies, juridical environment, economical environment, cultural environment, either the customers, competitioners, supplier compacts the banks image. The bank can improve his image over the services, costs, the place, the public, the publicity, the newest ant the most effective opportunities to improve the image is the internet ant the television. There are explained and showed the existing models of image improving such as Kennedy's (1977), Dowling's (1986), Abratt's (1989), Ind's (1997) and Stuart's (1998) image improving models in the article. In conclusion, there are done the summarized image improving model, which is done considering to the new economic situation, the specific bank activity dimensions.