Abstract:

The competitiveness of the economic environment leads to the development of strategies that contribute to the sustainability of companies. This competitiveness is also felt in the banking system at national and international level. Products and services that integrate the latest information technology are increasingly appealing to customers. At the level of Romania, banks are trying to increase customer retention and attract new clients. In this respect, there is an increasing interest in developing competitive strategies. The present paper evaluates the Romanian banking system in terms of number of employees, branches, products and services, assets, number of transactions. Following the evaluation, certain strategic factors are identified that are included in the strategic development framework proposed at the end of the paper. The research ends with conclusions and future research directions.