The Relationship Marketing Era for the Romanian Banking Institutions: Could It Bring Something Different

This paper is aiming to suggest some opportunities the marketing could offer for the improvement of the performances of the banking institutions. Our research points out that the banks should practice relationship marketing rather than transaction marketing. With that end in view we have worked out and implemented a model which shows the particularities of the operations in every stage of the lifecycle of the relationship between the bank and the customer. By means of this theoretical model we have identified the current situation of the relationship between the local banks and their customers. At the same time we have suggested some ways for the improvement of this relationship within the framework created by the objectives of attraction and maintaining of the banking customers.