STRENGTHENING BANK MARKET PRESENCE BY MONITORING CLIENTS’ SATISFACTION WITH DISTRIBUTION CHANNELS

This paper aims to highlight the relationship between the customers’ satisfaction with the banks’ distribution channels and customer loyalty, predictors of a bank’s position on the market. For this purpose, the authors present the findings of a research that tested a model which linkage satisfaction with distribution channels to repurchase behavior, the intention to recommend the bank services and to the behavior of having already recommended the bank services. The proposed model intentionally includes the satisfaction with distribution channels. On the one hand, customers are now less sensitive to price and accept to pay more if they feel comfortable when using the services of the bank and on the other hand, price can no longer lead to a competitive advantage since banks practice similar prices. Instead, customers may be interested in the number of services they may obtain through different distribution channels, in the speed with which services are performed or in the employees’ attitude (where the case).