文章基本信息

标题：La comunicación de la banca hacia sus clientes: evolución y el modelo alternativo de la banca islámica.
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作者：Mª del Carmen de la Orden de la Cruz ; Graciela Padilla Castillo ; Pilar Sánchez González 等
期刊名称：Historia y Comunicación Social
印刷版ISSN：1137-0734
电子版ISSN：1988-3056
出版年度：2013
卷号：18
期号：0
页码：575-585
DOI：10.5209/rev_HICS.2013.v18.44350
语种：Spanish
出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：The recent crisis has highlighted the problems of banking communication regarding their customers, exacerbated by the lack of financial education of citizens. Thus, it becomes evident the need for change communication strategy in this sector and the search for new methods and approaches. In this work we analyze the changes in recent years in terms of banking communication and how the Islamic banking could be a reference.
其他摘要：The recent crisis has highlighted the problems of banking communication regarding their customers, exacerbated by the lack of financial education of citizens. Thus, it becomes evident the need for change communication strategy in this sector and the search for new methods and approaches. In this work we analyze the changes in recent years in terms of banking communication and how the Islamic banking could be a reference.
关键词：Islamic banking;banking customer communication;communication strategy;personalization;professionalism;Banca Islámica;comunicación al cliente bancario;estrategia comunicativa;personalización; profesionalización
其他关键词：Islamic banking; banking customer communication; communication strategy; personalization; professionalism