The Cooperative Credit Banks (BCCs) are proximity banks, physically and relationally close to the local community. The BCCs base their competitive differentiation on a client-focussed approach: listening to customers, understanding their needs and solving their problems are considered main issues in the BCCs’ strategies. In these banks, special attention is given to physical evidence (the so-called “servicescape”) as a medium to enhance customer satisfaction. According to this perspective, interior design has become a priority for the BCCs. This paper intends to examine the motivations that led the BCCs to redesign their own counters and introduce an innovative layout. In particular, the paper will consider the case of Polesine Cooperative Credit Bank (Rovigo). More specifically, this bank reduces the distance between the bank and its clients.
Interior Design and Listening to Customers. The Experience of the Cooperative Credit Banks in the Veneto Region
BONFANTI, Angelo
2008-01-01
Abstract
The Cooperative Credit Banks (BCCs) are proximity banks, physically and relationally close to the local community. The BCCs base their competitive differentiation on a client-focussed approach: listening to customers, understanding their needs and solving their problems are considered main issues in the BCCs’ strategies. In these banks, special attention is given to physical evidence (the so-called “servicescape”) as a medium to enhance customer satisfaction. According to this perspective, interior design has become a priority for the BCCs. This paper intends to examine the motivations that led the BCCs to redesign their own counters and introduce an innovative layout. In particular, the paper will consider the case of Polesine Cooperative Credit Bank (Rovigo). More specifically, this bank reduces the distance between the bank and its clients.
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