Qualitative Assessment of Corporate Image of GCB Bank Ltd

Abstract

The focus of this study was to qualitatively assess the corporate image of GCB Bank Limited. The qualitative approach was used. In this regard in-depth interviews were conducted which led to the gathering of qualitative data. Views and experiences of a long-standing customer of the Bank and an official of the Bank were gathered in the study. The intention was to collect and analyse data on the meanings they attached to their experiences with GCB Bank Ltd. The data were analysed qualitatively. Basically, it was found that, the GCB customer was of the view that the Bank has a positive corporate image. Contrarily, the GCB official was of the view that the Bank's corporate image is generally negative. The study recommended that the Corporate Affairs Department must be better recognized and allowed to perform its true professional functions to help enhance the Bank's corporate image.