Viziunile moderne asupra gestiunii calității produselor bancare

Abstract

The quality management system of banking products is a complex of activities and technological processes focused on the constant satisfaction of customer requirements and increasing their satisfaction. According to some authors, the quality management of banking products is based on three pillars: the development and improvement of the concept of quality of banking services, the improvement of technological and management processes within the banking institution, monitoring the level of satisfaction of bank customers. Likewise, the quality managing process of banking products consists of three elements: quality standards setting and allocating resources, achieving planned objectives and maintaining the level of banking products quality, the banking services quality monitoring. The aim of the paper is to present a complex modern approach to the quality management of banking products. The research carried out allows the division of the new concepts related to the quality management of banking services into those of marketing and those of banking regulations. Currently, marketing reviews the concept of quality of banking products through the prism of the evolution of the banking industry and of the theoretical foundations of the afferent market functioning. As a result, we find changes in the attitude of the banking product provider in improving the quality management system, customer relationship management and exacerbating the problems of unwanted customers. Prudential regulations tend to result from the social interest of maintaining the health of the banking system in general and of each banking institution in particular, as well as avoiding the involvement of banks in unwanted international and local activity. In this context, we highlight four directions: the stable and secure maintaining of bank’s financial situation, ensuring compliance with customer knowledge standards in order to risk management and illegal financial activities prevention, technological regulations, consumer’s rights protection in banking market. Currently, there is a certain contradiction between mentioned fields. The related problems can be solved through the harmonious application of different banking management methods, being elaborated the constructive way of forming, maintaining and developing the banks' relations with their clients. JEL: G21.