Otevřené vyjadřování v digitální komunikaci mezi bankou a jejími klienty

The aim of this bachelor thesis is to investigate the state of open expression in digital communication between banks and their clients and highlights the risks associated with the lack of personal contact and its impact on the level of openness of expression in digital communication. Due to the rapid development of information technology and the digitalization of banking services, changes are occurring in the way banks and clients interact, which has a significant impact on the quality and availability of banking services. The analysis is conducted through observation methods, document analysis and internet communication on social networks, supplemented by a questionnaire survey. The findings show through specific cases that although risks of loss of open expression exist, at the moment digital technologies do not limit open expression between the bank and its clients. The paper also makes recommendations for improving digital communication practices so that the same state of open expression can be maintained in the future, to better respond to clients' needs and preferences while maintaining a high level of personalisation and the client's sense of involvement in the process.