THE QUALITY SERVICES VECTOR - A PERFORMANCE SOURCE FOR THE BANKS IN ROMANIA

The financial and banking services are offered by the banks to their customers reflect, in their essence, the character of the process oriented through the market and the customer. The quality of the procedural elements - the contact personnel (human resources), the physical support of the benefit, the resulted service and the customer relationship management - is a vector, which can contribute to the market performance of the companies in the banking sector, and, at the same time, a vector of satisfaction for their customers. To distance itself from the competitors, each banking company must have a number of possibilities, facilities and specific advantages. Our paper highlights the benefits of implementing the quality management system oriented toward the customer in the banking services, which focuses the firm's marketing actions towards the customer satisfaction and loyalty, integrating the “quality” vector in the potential success of the companies on the banking market in Romania.