Study On Consumers’ Perceptions And Attitudes Regarding The Use Of Banking Products And Services

The intensification of the competition in the banking sector has led to a significant decrease in the profitability level of banks, thus imposing a new approach, namely the customer orientation of banking companies. The successful achievement of this goal involves focusing the efforts towards a better knowledge of consumer behavior, both in terms of its content and its way of manifestation, as well as the factors that influence it and the stimuli that determine a certain conduct in using the banking products and services. The necessity of studying the clients' needs and expectations, of the decision-making process, as well as the continuous evaluation and monitoring of their satisfaction derives from the importance of such information for the banking decision-makers. All the data collected from consumers provide the necessary premises for adapting to the specificity of banks the marketing techniques and instruments that have generated positive results in other economic sectors. In this context, in the present paper there were highlighted and analyzed the perceptions and the attitudes of consumers regarding the accessing and the use of banking products and services as well as the appreciation of the level of satisfaction generated by their consumption, the study being based on the results of a quantitative marketing research conducted among individuals.