The emergency merger of two leading banks was a response to the significant financial instability caused by a crisis of confidence and a turbulent phase in the banking sector. While the merger aimed to stabilise the financial system, it also led to uncertainty among customers and stakeholders. This study examines how this major consolidation affected public confidence and perceptions, analysing both positive and negative aspects in a highly dynamic financial environment

This study uses a mixed methods approach, integrating quantitative and qualitative data, to gain a comprehensive understanding of the potential change in trust and perception of the bank. A structured survey was conducted with a diverse sample of Swiss citizens, focussing on four key trust indicators such as competence, benevolence, predictability and integrity. The data was analysed to identify shifts in trust and perceptions before and after the merger, providing a solid framework for understanding the broader impact of such major financial events.

The results show a mixed picture of public confidence following the merger. While the majority of respondents continue to have confidence in the competence of the financial institution, concerns remain about long-term stability and the potential risks of being “too big to fail”. The study also shows that the four key factors influencing trust are considered well managed by the bank, and these findings are crucial for the direction of strategic communication and trust-building initiatives. The study emphasizes the importance of transparent communication and active engagement with stakeholders to allay concerns and promote positive perceptions. By addressing the challenges identified, the financial institution can better manage its reputation, retain customers and ensure long-term stability. These recommendations serve as actionable strategies to strengthen public trust and perception.