Andreea-Daniela Moraru

Dr. Andreea-Daniela Moraru

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Research Focus & Metrics

Academic Career Length

9Years (2018-Present)

(Calculated once Scilit publication data is synced: current year − year of first publication + 1)

Representative Publications

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1 January 2018 in Strategic Management
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Journal Article
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AMAndreea-Daniela Moraru
Andreea-Daniela Moraru
CDCristina Duhnea
Cristina Duhnea
The set-off of the financial crisis in 2007, as well as the natural dynamics of the banking sector, have determined a fierce competition within the banking industry. The Romanian banking system developed rapidly in terms of profitability and rhythm of credit growth up to 2007, and therefore credit institutions did not make efforts to investigate and support customer satisfaction through concerted actions, since the economic growth period created and maintained the phenomenon commonly referred to as 'the client searches for the bank'. Starting with 2008, however, the prospects have changed significantly due to the drastic reduction of the consumption of banking products, especially loan products. Credit institutions were therefore forced to rethink their promotion strategies and pay more attention to all elements that impact customer satisfaction including digitalization of the banking products without additional costs. Under these circumstances, banks are preoccupied, more than ever, with customer satisfaction. The particular nature of the banking activity limits the possibilities for banks to differentiate their offer of products and services (Ilie et al., 2017). Bearing in mind that in the end all organizations strive to obtain customer loyalty, banks' concern with customer satisfaction appears as a natural and legitimate preoccupation. Although the concept of satisfaction was introduced several decades ago by Cardozo (1965), a consensus regarding its definition has not yet been reached. Some authors view satisfaction as a process (Hunt, 1977, Tse and Wilton, 1988), while others regard it as an outcome (Howard and Sheth, 1969). Although a generally accepted definition has not yet been developed, numerous models including determinants or antecedents of customer satisfaction are available in the dedicated literature. As in the case of the definition of customer satisfaction, consensus has not been reached regarding the determinants or antecedents of customer satisfaction either. The focus of this paper is to grasp the importance of e-banking within the general satisfaction of customers with regard to banking services. Following an ample literature review, we selected five categories of customer satisfaction determinants with bank services: convenience, environment, quality, tariffs, and e-banking, each comprising several sub-criteria. We then employed a descriptive quantitative research, in Constanta County (South-East Romania), during November and December 2016. The research tool was a questionnaire comprising three main sections: a general socio-demographic section, a section dedicated to the assessment of the general customer satisfaction level with bank services, and a third section focused on assessing the five categories of customer satisfaction determinants in terms of bank services. Five-point semantic differentials (from 1 -very unsatisfied to 5 - very satisfied) were used in order to assess the general satisfaction level with banking services as well the satisfaction level with each of the 16 criteria.

17 January 2021 in Sustainability
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AMAndreea-Daniela Moraru
Andreea-Daniela Moraru
CDCristina Duhnea
Cristina Duhnea
Alina BarbulescuAlina Barbulescu
Alina Barbulescu
MJMariana C. Juganaru
Mariana C. Juganaru
IJIon Danut I. Juganaru
Ion Danut I. Juganaru
While the positive economic impact of tourism cannot be denied, it has also a number of negative side effects. The article focuses on the residents’ perception regarding the tourist activity and on identifying the factors influencing their acceptance for the tourist activity, in Constanta (Romania). A questionnaire based quantitative research was employed, creating several indexes, subsequently included in econometric models in order to reveal the factors which determine residents’ acceptance and support for tourism. The results reveal that residents are highly in favour of tourism activity and support tourism expansion and further development. Most respondents considered that tourism contributed to the improvement of the city image and identified a fairly positive economic impact, while tourism was accountable for the increase in several negative phenomena. The impact of tourist activity on the sustainable development of the city was perceived as medium positive, while most respondents considered that the number of tourists should increase. The residents’ acceptability toward tourism was revealed to depend on several variables and computed indexes: city development index, impact on residents’ quality of life index, sustainable development index, and perceived intensity of contact with tourists.

7 January 2019 in Sustainability
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Alina BarbulescuAlina Barbulescu
Alina Barbulescu
AMAndreea-Daniela Moraru
Andreea-Daniela Moraru
CDCristina Duhnea
Cristina Duhnea
The tendency to implement diverse environmental tools and promote the adoption of environmentally friendly practices in tourism activities is relatively new. One such tool is the EU Ecolabel used in the hotel industry as a voluntary European initiative meant to attest to the responsible attitude towards the environment. Since holding the ecolabel by the Romanian accommodation units is rather an exception, our aim was to investigate the views of industry managers on environmental issues, focusing on the EU Ecolabel, and get a glimpse of the challenges and prospects of ecolabelling within the seaside hotel industry. To this end, the study was designed and conducted on 60 hotel managers. The research results gave evidence to the measures already implemented, those pending implementation, reasons for not applying for the EU Ecolabel, and the most challenging criteria. The potential impact of the EU Ecolabel on the economic activity efficiency, and its role in customer decision processes and in marketing communication, was highlighted. Subsequently, a mathematical model was proposed, revealing that the intention to meet the criteria and obtain the EU Ecolabel depends on the managers’ level of knowledge of the EU Ecolabel, their opinion on whether holding the EU Ecolabel represents a competitive advantage, and the current efficiency level of the hotels’ economic activity. Considering the research findings, it is obvious that the industry would benefit from ampler and more sustained information campaigns on the EU Ecolabel.

23 February 2022 in Journal of Business Economics and Management
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Journal Article
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AMAndreea-Daniela Moraru
Andreea-Daniela Moraru
CDCristina Duhnea
Cristina Duhnea
MMMihai Mieilă
Mihai Mieilă
SGSilvia Ghita-Mitrescu
Silvia Ghita-Mitrescu
MIMargareta Ilie
Margareta Ilie
ANAnda Ileana Necula
Anda Ileana Necula
Lately, the global banking services industry has faced numerous challenges: the digitalization, increased competition, the instability of monetary and foreign exchange markets, and the volatility of exchange rates. However, at present, banks are facing the greatest challenge of all that is, placing the customers at the centre of business and the systematic follow-up of customer satisfaction. The present paper aims at assessing the influence of a series of determinants and socio-demographic factors on customer satisfaction with banking services in Romania, using the probit and logit models. The research focused on the Romanian banking market due to its distinctiveness within the European context – performance indicators above the European average during the past five years and a concentration level that discloses a significant growth potential. The results of the two models employed revealed similar results, with the most influential variables on customer satisfaction being convenience, e-banking, quality, and revenues. First published online 14 March 2022 Keyword : customer satisfaction, banking industry development, banking services, satisfaction determinants, socio-demographic factors, probit and logit models

16 October 2025 in Sustainability
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IAIonut ANTOHI
Ionut ANTOHI
SGSilvia Ghita-Mitrescu
Silvia Ghita-Mitrescu
AMAndreea-Daniela Moraru
Andreea-Daniela Moraru
CDCristina Duhnea
Cristina Duhnea
MIMargareta Ilie
Margareta Ilie
GSGeorgiana-Loredana Schipor
Georgiana-Loredana Schipor
Understanding entrepreneurial intention among female students has become increasingly important for addressing gender disparities in business creation and fostering economic development. Pursuing to promote inclusive entrepreneurship and reduce gender gaps in business creation aligns with Sustainable Development Goals, particularly SDG 5 (gender equality). This study examines how demographic and social variables influence entrepreneurial intentions, with perceived gender discrimination as a potential mediating factor. Data were collected through an online survey employing a structured questionnaire and analyzed using logistic regression models incorporating mediation analysis. The sample consisted of 360 female students from a university in the South–East region of Romania. Among the six socio-demographic variables examined, marital status and income satisfaction emerge as significant predictors. The results indicated that married students expressed higher entrepreneurial intentions, while the participants with higher income satisfaction reported lower entrepreneurial intentions. Perceived gender discrimination was not a significant mediator in the tested model, and all calculated indirect effects were statistically non-significant. The findings of the study offer valuable insights for the design and implementation of local entrepreneurship policies as well as for university strategies and curricula adjustments to better support young women in their entrepreneurship endeavors.

1 January 2018 in Economic Research-Ekonomska Istraživanja
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Journal Article
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AMAndreea-Daniela Moraru
Andreea-Daniela Moraru
Alina BarbulescuAlina Barbulescu
Alina Barbulescu
CDCristina Duhnea
Cristina Duhnea
Consumers are reluctant to change immediately their consumption patterns when confronted with budgetary changes, in spite of fluctuating economic conditions. Their reluctance evokes the notion of hysteresis used by economists to describe the persistent influence of past economic events. The importance of hysteresis in economic research represents a natural consequence of the development of economic sciences and of the pursuit of understanding economic systems’ evolution by taking into account their ‘memory’, their conscience of the past. The present paper represents an attempt to review some of the most relevant approaches to hysteresis in economics and to emphasise the impact of the phenomenon on macroeconomic consumption in Romania. The paper aims at reviewing the application of hysteresis to economic models, and subsequently at constructing a two-phase research on households’ individual final consumption in Romania during 1990 and 2016, employing both the unit root and the so-called ‘true’ approach to hysteresis. The research results indicated the existence of hysteresis at the macroeconomic consumption level, thus revealing several implications for economic policy, inaccessible through the standard economic models.