The quality of banking services as a source of competitive advantage

The quality of banking services is strictly tied with customer satisfaction, since they define a final assessment about its level. A negative opinion is usually related with customer resignation of banking services, which stimulates financial institutions to identify customer needs and undertaking activities so that customers are most satisfied. Knowing the needs and requirements of customers, the bank tries to customize its entire internal organizational structure and define its market strategy. The important role of quality service in building a competitive advantage results from its impact on customer satisfaction.