THE IMPORTANCE OF SOCIAL RESPONSIBILITY IN THE BANKING SECTOR OF ROMANIA, IN THE CONTEXT OF THE COVID-19 PANDEMIC

This paper aims to present the measures, which were adopted by the banks from Romania, regarding the effects of the COVID-19 pandemic. Being a critical moment for the world economy, certain measures have been imposed, so that the impact of such a phenomenon to not be very great among consumers. An important role in this period is played by social responsibility, one of the dimensions of reputation. The content of the paper will refer to the mission that this element has within an economic unit, and implicitly in the creating of a strong reputation. Moreover, a pilot marketing research among consumers was conducted to present the way in which they assess the banks' reaction. A questionnaire was the research tool. The analysis of the research results evidenced that the banks on the national market reacted appropriately to the effects that may be created by the COVID19 pandemic. This is also reflected in the behavioural intentions of consumers.