In-Depth Semi-Directive Interview Regarding The Methods, Techniques And Tools Used By Banks To Assess The Degree Of Customers’ Satisfaction

The phenomenon of market globalization and also the periods of economic instability worldwide led to increased competition and hence to growing concerns of companies to continuously improve their products and services, the quality of which could be a real competitive advantage in attracting and retaining bigger segments of consumers. But to succeed in the market, the companies need to focus their efforts also to finding, knowing, understanding and meeting the needs, requirements and expectations of current and future consumers. Thus, it becomes essential that the flow of information be carried out in two ways: organization – customer, customer – organization, a particular importance being given to the frequency with which they get feedback from customers, this feedback determining the accuracy of the measures taken to improve those aspects appreciated by consumers as being nonconforming. Therefore, knowing the customer perception on the quality of offer has become vital, this being an important determinant of the degree of satisfaction which in turn can decisively influence the profitability of companies, regardless their field of activity. In this context, this paper, which is based on a qualitative marketing research, highlights the main categories of banking products and services used by Romanian consumers and their perceptions on banks and their offers. A particular attention was paid on the methods, techniques and tools used by banks to assess the satisfaction of their customers in order to improve their experience.