Abstract:

The purpose of this paper is to make some remarks and comments on the relationship between: - the Corporate Image, a concept which is more and more important on a market where the financial terms, the interests paid, the criteria used for giving loans, etc. do not differ much anymore and; - The perceptions and expectations of service quality, the expectations of the customers, what they come asking for and what they consider as "fitness for use". In doing so, we will need to introduce another concept - narrowly related with the Corporate Image or - to say it better - that should be narrowly related with it: the Corporate Culture.