Towards Sustainability in Banking Services Development. Customer Satisfaction with Banking Services – Influences and Perspectives

Abstract

Sustainable development has become an imperative across businesses and industries and the banking industry makes no exception, especially since it is a very dynamic industry worldwide. However, the sustainable development faces numerous challenges and one of them is represented by the desideratum to achieve high customer satisfaction. Paying attention to customer satisfaction has become an imperative for bank management as a natural consequence of the development of the industry on the one hand, and the evolutions of customer behavior on the other. The present paper aims at assessing the influence of a series of socio-demographic factors on customer satisfaction with banking services in Romania, using an artificial neural network. We chose seven demographic variables (age, education, gender, professional status, marital status, residence, and income). The results revealed the hierarchy of the socio-demographic factors with impact on customer satisfaction with banking services.

Keywords

• customer satisfaction
• banking services
• sustainability
• romania
• demographic variables