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Customer

In: Business and Management

Submitted By fadil17819
Words 2695
Pages 11
ustMODELS USED IN BANKING SERVICES
Cetina Iuliana Academy of Economic Studies, Bucharest, 6, Piata Romana, ,phone: 0722-430482, email:iuliana.cetina@k.ro Mihail Nora Academy of Economic Studies, 6, Piata Romana, Bucharest, phone: 0722/369467 Usually, the marketing policy developed by companies goods has been directed towards attracting new consumers. In oppositions to such companies, service companies are first of all preoccupied with preserving their current customers. A frequent example, as an average, is that the cost incurred for attracting new consumers is five to six times higher that the one incurred for maintaining current ones1. Moreover, the loss of a consumer reduces the profit by approximately 118 USD, while its preservation costs only 20 USD2. Building customer relationships involve activities leading to a long term development of the relationship between the company and the customer, for both parties’ benefit. Key words: banking services, SERVQUAL Model and banking customer satisfaction, relationship marketing. Within the domain of banking services, the service process involves a multitude of relationships between the performer and the consumer. Especially, the product is the main “instrument” for creating and offering a quality service and, implicitly, for the company to prove its care for and interest in the customer’s problems. The concept of “care for and interest in the customer’s problems” is tightly related to that of providing satisfaction to the customer. In order to establish and develop a long term marketing relationship with customers, banking establishments elaborate services, so that customers benefit from effective and very accessible services, complying at the same time with the quality standards, as well. This process involves the combination of the efforts made by marketing specialists, by human resources specialists and by the

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