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Evaluating customer satisfaction in banking services
Abstract. New, competitive market
conditions, where companies need
to fight for their survival, rendered
evident that building and managing
relationships with customers is
vital. At the basis of every long
term relationship lies the customer
satisfaction. In the service area the
construct of satisfaction is bound to
the interaction with the service
provider, conferring to the evaluation
even greater importance.
This paper offers an approach to
the customer satisfaction evaluation
in the banking services, with
focus on a Romanian bank.
Keyword: banking services,
customer relationship management,
customer satisfaction, relationship
marketing.
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2008.10.17-18
