Behavioral consequences of customers’ satisfaction with banking products and services

  • Florin-Lucian ISAC Aurel Vlaicu University of Arad
  • Anca MILOVAN-CIUTA West University of Timisoara
  • Andrei DOBRE Bucharest University of Economic Studies, Bucharest
Keywords: satisfaction, trust, word–of- mouth, complaints, switching barriers


The premise that consumer satisfaction determines behavioral models that positively influence business results, is accepted both in the academic and business environment. This research addresses the consequences of satisfaction from the cus-tomer’s perspective, focusing on behaviors that customers of banks adopt as a result of satisfaction/dissatisfaction expe-rienced from the performed transactions. Based on literature review, we have developed our own research model and tested the hypotheses formulated regarding the relationships formed between customer satisfaction and behavioral responses to customer satisfaction. For this purpose, we conducted a survey in which the investigated statistical population consists of cus-tomers who have completed at least one transaction with suppliers of banking products and services in the last six months. The sample gathered 511 persons using the snowball method, and respondents filled in questionnaires through online self-administration. We tested the research hypotheses using SPSS. Data analysis involved testing the reliability of the used measurement scales, score factors determination, testing the validity of constructs included in the research model, re-search hypotheses testing. In this article, in analyzing the rela-tionship between customer satisfaction with banking products and services and its behavioral consequences, we take into consideration trust and supplier switching costs as moderator variables.

Author Biographies

Florin-Lucian ISAC, Aurel Vlaicu University of Arad
Faculty of Economics, PhD
Anca MILOVAN-CIUTA, West University of Timisoara
Lecturer PhD
Andrei DOBRE, Bucharest University of Economic Studies, Bucharest
PhD Candidate


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How to Cite
ISAC, F.-L., MILOVAN-CIUTA, A., & DOBRE, A. (2016). Behavioral consequences of customers’ satisfaction with banking products and services. Timisoara Journal of Economics and Business, 8(2), 232–254. Retrieved from