Evaluating customer satisfaction in banking services

Irina Bena
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Irina Bena: Academy of Economic Studies, Bucharest, Romania

Management & Marketing, 2010, vol. 5, issue 2

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.

Keywords: banking services; customer relationship management; customer satisfaction; relationship marketing. (search for similar items in EconPapers)
Date: 2010
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