Assessing the Opportunities and Behaviors of Banking Clients in Romania: An Analysis of the Use of Online Banking Applications

It is necessary to accelerate change among bank customers - individuals by switching from traditional banking transactions to online banking through the Internet or Mobile Banking. Developing online services involves radical changes in the banking environment. Thus, with the enhancement of Internet/Mobile Banking applications and services, credit institutions need to know, understand and anticipate customer preferences and offer multiple benefits. We build here a preliminary framework based on the practices of the clients - individuals and the literature on the banking system in Romania. We also present the results of a small online survey investigating consumer opinions on the use of online banking applications that was performed (n = 72) among the population in Bucharest over 18 years of age between November 2018 and February 2019. The findings have shown that the experiences and behavior of consumers of banking services is different, women prefer Internet banking services while men on Mobile banking. Two-thirds of respondents aged 19-39 do not attach great importance to the online banking application and use them several times a month.