Customer Satisfaction as a New Paradigm of Loyalty to Banks

Abstract

At least two parties are involved in any relationship. It is the same in banks – both parties have their own interests. It is in the interest of the bank to get more profit from any transaction, and in the interest of the client – less loss. Until recently, banks functioned only in their own interests. Even now, Georgian banks either do not consider the interests of clients at all, or consider them minimally. According to a special study, the satisfaction of clients in Alpha and Beta banks of Georgia is only at an average level, and some components of satisfaction are at an even lower level. This refers to the appearance of sympathy and consideration for the client on the part of the bank's representative. It is concluded that evaluating the quality of service of Georgian banks, the factor of customer satisfaction will be evaluated as a weak point. Banks should strengthen their efforts in this direction, because customer satisfaction leads to their loyalty to the banks, which is a necessary condition for achieving their long-term goals.