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Customer Loyalty and its Determinants in a Banking Services Environment


  • Alina Filip

    () (The Bucharest Academy of Economic Studies, Romania)

  • Laurentiu-Dan Anghel

    () (The Bucharest Academy of Economic Studies, Romania)


The present paper presents the methodology and the main results of a quantitative study applied on a sample of 1010 respondents, in the Romanian banking industry. The aim of the study was to research the customer level of loyalty toward Romanian organizations acting in the retail banking sector. According to similar researches in the field, loyalty is a complex construction, which comprises both psychological and behavioural components, fact also proved by the results of the present research. As the survey results show, Romanian customers remain in relationships with banks due to the existence of both favourable attitudes or positive motivations (representing 46,36% of the total retention motivations) and constraint factors or inertia (representing 52,44% of the total retention motivations). At the same time, the results prove that the level of loyalty stated by customers is supported not only by the level of satisfaction, but also by factors like: bank’s attitude towards its own customers, the level of customer trust toward the organization or its employees in ensuring the financial interests of clients, and also by the level of customer commitment. Customer switching behaviour is determined in 58% of cases by the high level of dissatisfaction toward the banks’ policy of price.

Suggested Citation

  • Alina Filip & Laurentiu-Dan Anghel, 2009. "Customer Loyalty and its Determinants in a Banking Services Environment," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 11(26), pages 288-297, June.
  • Handle: RePEc:aes:amfeco:v:11:y:2009:i:26:p:288-298

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    References listed on IDEAS

    1. Dumitru Valentin & Florescu Vasile, 2008. "L’Implantation De L’Erp : Facteurs Cles Du Succes Et Impacte Sur La Performance," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 4(1), pages 1353-1357, May.
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    Cited by:

    1. Doru Plesea & Rodica Pamfilie & Irina Maiorescu, 2011. "The Relationship Communication Structure - Uncertainty Avoidance Reflected in Romanian Websites Design," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 13(Special N), pages 746-753, November.
    2. Cătălina Chirica, 2013. "Relationship Marketing - Best Practice in the Banking Sector," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(33), pages 288-300, February.
    3. Matevž Rasković & Barbara Mörec, 2012. "Organizational Change and Corporate Sustainability in an Economic Crisis: Evidence from Slovenia," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(32), pages 522-536, June.

    More about this item


    research; banking services; customer behaviour; customer loyalty; relationship marketing;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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