MARKETING RESEARCH ON QUALITY OF FINANCIAL ADVISORY SERVICES USED BY SMEs FROM BRAŞOV COUNTY

Carmen-Magda NICOLAE

MARKETING RESEARCH ON QUALITY OF FINANCIAL ADVISORY SERVICES USED BY SMEs FROM BRAŞOV COUNTY

CA

Carmen-Magda NICOLAE¹

¹ PhD Lecturer Christian University "Dimitrie Cantemir" of Braşov

Accepted 26 March 2026

Available Online 15 March 2014

Abstract

THIS PAPER PRESENTS THE RESULTS OF A QUANTITATIVE MARKETING RESEARCH ON THE PERCEPTIONS AND THE BEHAVIORS OF THE SMES FROM BRAŞOV COUNTY ON THE QUALITY OF THE FINANCIAL ADVISORY SERVICES USED. THE RESEA RCH SHOWS THE MAIN BARRIERS TO CHANGE THE PROVIDER OF THE FINANCIAL ADVISORY SERVICES, THE SATISFACTION OF THE MANAGERS IN SMEs WITH THE QUALITY OF THE FINANCIAL ADVISORY USED, SELECTION CRITERIA FOR FINANCIAL ADVISORY PROVIDERS BY IMPORTANCE GIVEN BY RESPONDENTS. THE STUDY RESULTS WILL BE USED TO BUILD A MARKETING MIX SUITABLE TO AN SME'S MARKET PROFILE.

Keywords

FINANCIAL ADVISORY MARKETING QUALITY SERVICE SME

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