Through this work we aimed to analyze the implications of assertive communication on non-financial motivation, job satisfaction and the efficient resolution of conflict situations between employees and customers. As customer interaction involves mostly shares of influence, persuasion and transmission of information, in various situations may occur different conflicts and lack of effective communication skills with different categories of customers may affect employee’s motivation and satisfaction. Our argument is that an employee that knows and applies some assertive communication techniques will be able to more effectively resolve conflict situations, respectively, customers will be more satisfied and the employee will be glad to interact with them (the result of this interaction being a source of motivation and job satisfaction). Conversely, a satisfied employee by the results of his work (customer satisfaction), will be more motivated in the future, treating any other interaction with potential customers as a success; based on previous successful interactions. In conducting the research, we propose several objectives: to elucidate sources of motivation and satisfaction in the organizational context; highlighting the psychological factors that influence and promote employee-client interaction and communication; development and organizing an intervention program to optimize assertive communication skills to employees in financial and banking institutions.