MARKETING RESEARCH ON QUALITY OF FINANCIAL ADVISORY SERVICES USED BY SMEs FROM BRA?OV COUNTY

摘要

THIS PAPER PRESENTS THE RESULTS OF A QUANTITATIVE MARKETING RESEARCH ON THE PERCEPTIONS AND THE BEHAVIORS OF THE SMES FROM BRA?OV COUNTY ON THE QUALITY OF THE FINANCIAL ADVISORY SERVICES USED. THE RESEARCH 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.