Acta Universitatis Danubius. Œconomica, Vol 5, No 1 (2009)

Abstract

The purpose of every economic activity in general and the financial one in particular is the satisfaction of clients’ necessities. The specificity of clients’ consumption behaviour in the financial – banking realm, impose the understanding of the necessities and their occasional process to the banking system.  The client’s behaviour analysis, as an obvious barometer of a bank evolution is the most important component of a marketing research. The relationship between the client, as a natural person or a juridical person and bank, is very important and requires to be supported in order to assure clients’ loyalty and to develop long term relations with them. Therefore, banks should give advice to their clients concerning their finance organization or concerning the preparation of their business plans, fact which is able to reinforce the professional image of the bank. This aspect must be completed by the presence of some communication specialists who will assure the information transfer, creating a feed-back between the employees and the clients.