The Customer - Oriented Strategy – A Tool for Increasing Customer Satisfaction on the Romanian Banking Market

Abstract

The competitive environment in which banks operate makes the competitive elements that some of them still rely on become ineffective in the absence of a long-term customer retention strategy. In this context, it becomes essential for banks to consider implementing quality strategies to positively influence customers' decisions to continue the relationship. The article aims to identify the way in which the customer-oriented quality strategy is implemented by Romanian banking institutions and to know their impact among clients. Thus, a quantitative marketing research study was conducted among the clients of Romanian banking institutions.