IMPACT OF TRAINING, TRUST AND CUSTOMER SATISFACTION ON THE REPUTATION OF BANKS IN ROMANIA

Anamaria Mișa and Kamer-Ainur Aivaz
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Anamaria Mișa: Bucharest University of Economic Studies, Romania
Kamer-Ainur Aivaz: Ovidius University of Constanta, Romania

Studies in Business and Economics, 2025, vol. 20, issue 1, 125-141

Abstract: This research explores the determinants of bank reputation in Romania, focusing on employee professional training, trust, and customer satisfaction. The primary goal was to assess how these factors affect banks' perception and reputation among consumers. Employing a quantitative approach, the study gathered data from 416 Romanian bank customers using a structured questionnaire and analyzed it through hierarchical multi-factorial regression to evaluate the impact of these variables on bank reputation. The findings reveal that professional training of employees and customer trust are key predictors of bank reputation. Customer satisfaction also influences reputation but to a lesser extent when combined with other factors. Additionally, the study emphasizes the significant roles of digitalization and information security in fostering trust and satisfaction, underscoring the necessity for banks to keep pace with technological advancements. Future research directions include investigating these variables among diverse socio-economic and cultural groups. The study acknowledges limitations such as the sample size and composition, which may impact the generalizability of the findings. Overall, the research enriches the literature by demonstrating the complex array of factors that shape bank reputation and underscores the need for an integrated approach in bank management and marketing to align with evolving economic conditions and meet customer expectations effectively.

Keywords: reputation; continuous professional training; trust; customer satisfaction; banks (search for similar items in EconPapers)
Date: 2025
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