The topic of this thesis is in the area of Management, Banking and Finance, and it focuses on the impact of using Direct Sales Agents (DSA) in Retail Banking at BankMed. The usage of DSA is becoming of main importance in today’s banking sector where customized and quick services are a must. The purpose of this paper is to evaluate customer satisfaction and loyalty from using Direct Selling Agents (DSA) services in retail banking, based on customers’ perception. This paper’s contribution is that there are only few studies dealing with the assessment of DSA in banking environments. As a result, ...