The Innovations to Improve the Digital Banking Performance in Romania

The banking institutions perceive the impact of the New Information and Communication Technology (NICT) differently, yet most of them view it as deep and fast, so that 2/3 of them believe that NICT solutions can contribute to a better rationalization of the logistics operations and even a considerable simplification of the chain supply management. 70% of the companies indicated the capacity of NICT of contributing to a profound change in the duties undertaken, which led to an acute need of training their employees in this area. The consumer's involvement level (high/medium/low) differs depending on how the product meets his specific needs. The transition from conventional to electronic payments system was favoured primarily by the significant increase in the activities developed by the payment systems and then by the need to fluidize cashless payments and meet the demands of consumers who ask for payments from sister institutions, at efficient and low costs. Nowadays, a credit card is a payment instrument applied universally, accepted in all countries to provide a wide variety of transactions such as purchases of goods and services sold by licensed traders or obtaining cash. In Romania, the public can choose between several types of cards offered by banks or specialized groups and, furthermore, the current trend is to offer financial products by customer classes (based on revenue) and/or facilities. This report aims an analysis of the development of the Romanian card market, especially after the last financial crisis and the banking digital instruments proposed by the banks of Romania to attract the potential customers. Our work aims also the marketing strategies implemented by the Romanian banks focus to growth of digital banking on the Romanian market because cash remains still the main payment method in Romania.