摘要：By the early 90s, the distribution of banking products and services was mainlyperformed through the network of branches and agencies. Subsequently, due to the emergenceof new communications technology, there were created new alternative channels, such as theelectronic ones (Internet Banking, Mobile Banking, Phone Banking etc.) and those of directselling, which require the existence of specialist officers, employees of banks or ofintermediaries. Due to the continuous diversification of distribution channels, the competitionin the banking market has intensified, the customer requirements have become moresophisticated, and the products and services were under continuous innovation. As a result,the complexity of the problems currently faced by the banks increased significantly, requiringthe finding of answers to questions such as:”How to distribute more efficiently?” ,”How tointegrate multiple channels of distribution?”, "How to achieve an efficient management ofchannels mix?”. In this context, based on a qualitative marketing research, this paper aims tooutline the main elements of the decision-making process and of the individual customerbehavior regarding the use of different distribution channels of banking products and services.The analysis of the results of this research reflects the need of certain measures drawn up bybanks in order to increase the awareness and the confidence of individual consumers in thenew retail banking distribution channels
关键词：retail banking distribution channels; individual behavior; qualitative marketing;research
