Dialogic communication between private Saudi banks and their customers through social media and its impact on shaping the reputation of customers:

Banks have always been one of the most important economic institutions that play a pivotal developmental role, and because of their increasing role and the development of means of communication technology, the study aimed to identify the impact of dialogue between private Saudi banks and their customers through social media in shaping the reputation of customers. The survey method was adopted in the study and an electronic survey form was applied to a 300-person sample of employees and students of King Abdulaziz University in the Kingdom of Saudi Arabia, and the study reached several results.
 93.3% of the Saudi public, from the study sample, indicated that they trust the services provided by banks to a great extent, while 6.7% did not trust them. The “banking phone” came at the forefront of the traditional means of communication used by Saudi banks with a relative weight of 73, followed by “road and street boards” with a relative weight of 71.7, then “personal communication” with a relative weight of 70, while “SMS messages” came at the forefront of the modern means of communication that the banks use to communicate with the respondents with a relative weight of 94, followed by "smart device applications" with a relative weight of 88.7, then "the bank's website" with a relative weight of 86.3, followed by "bank accounts on social networking sites" with a relative weight of 78.3.
The study found a correlation between the use of interactive communication strategies by private Saudi banks and the formation of their reputation among clients who deal with them. In addition, there was a correlation between the use of mutuality by private Saudi banks in communication and the interaction of customers with banks. The study also found a correlation between the use of private Saudi banks' communication strategy in communication and the response in dealing with customers. Furthermore, there is a correlation between the use of private Saudi banks for the Empathy strategy in communication and the provision of opportunities for customers to participate in the dialogue.
In conclusion, the study recommends increasing the effectiveness of public communication by boosting the use of modern communication channels, to identify the public's attitudes towards private Saudi banks. And under the competitive environment between traditional and digital banks, public relations practitioners in banks are required to promote the use of the two-way communication approach to create a communication climate suitable for transparency and balanced communication between banks and their customers’ audience.