The Role of Indirect Communication in Forming the Image of the Bank: Working with Negative Customer Feedback

The article is devoted to the consideration of tools for positioning banking services, analysis of the structure of response to a negative customer review, systematization of ways to resolve a conflict situation and strengthening a positive image of the organization in the minds of the target audience. Particular attention is paid to the typology of strategies and tactics aimed at resolving a conflict that caused a negative feedback from a client. The material of the study was advertising and PR texts initiated by Pochta Bank (2016–2022), as well as texts of customer reviews of Pochta Bank and responses from employees of the bank in question on the Banki.ru portal (more than 500 messages). When analyzing the material, the following methods were used: descriptive-analytical method; classification method, comparative analysis, content analysis; conceptual analysis. The study showed that through advertising and PR activitie Pochta Bank seeks to form the following image-forming (positioning) categories in the minds of the target audience: accessibility, profitability, reliability, stability of financial services provided, social orientation of the bank. As a result of analyzing the responses of bank employees, the authors came to the conclusion that when resolving conflict situations, Pochta Bank does not use neutral (ignoring, silence, silence) and destructive (pressure, demands, refusal, indignation) strategies. The following communication strategies and tactics are in the arsenal of bank employees: strategy of accession (tactics of consent,concession, attracting attention); cooperation strategy (tactics of sympathy, support, persuasion, suggestions, consent); compromise strategy (tactics of persuasion, consent, encouragement).