EVALUATING CUSTOMER SERVICES IN BANKING SECTOR: A CASE STUDY APPROACH
Keywords:
Customer satisfaction, banking services, staff professionalism, execution time, communication.Abstract
This study investigates customer satisfaction at a Romanian bank, drawing insights from a
survey of 50 retail clients. The analysis identifies both strengths and areas for improvement
in the bank’s service delivery. While aspects like staff professionalism and office accessibility
received positive feedback, issues such as execution time, communication, and complaint
handling were sources of dissatisfaction. The limited sample size and short data collection
period restrict the generalizability of the findings. A Chi-Square test revealed an indirect
relationship between staff professionalism and waiting times, suggesting that improvements
in staff performance could lead to reduced waiting times and enhanced satisfaction. Extreme
responses, particularly from dissatisfied customers, emphasized the need for better complaint
management and more efficient communication channels. Overall, the study highlights the
importance of targeted service improvements, particularly in execution time and
communication, to boost customer satisfaction and loyalty.
