Marketing communication and banking service industry

Gëzim Simoni ,Arjan Abazi

doi:10.7176/jmcr/67-09

Abstract

The purpose of the study is to identify the link between the Integrated Marketing Communication and service quality in the banking industry in Albania. The focus of the study is the impact that the promotion mix chosen by commercial banks in Albania has to the perceived service quality by customers. Commercial banks in Albania are facing to a growing competition and an environment that is constantly changing. Consumers and their growing needs, dynamic environment, force organizations operating in the banking industry in Albania to apply marketing practices that affect the customer perceived quality of services offered. The promotion mix is one of the elements which is increasingly applied by commercial banks in Albania in order to influence consumers and achieve their objectives. The impact of the promotional mix in the customer perceived quality is the focus of study. To achieve the objective of the study, as an instrument for collecting primary data are used 200 questionnaires with data from customers of commercial banks received in the study. These data integrated with existing literature and studies served as a basis for study. In this study is evidenced a close relationship between the elements of the promotional mix applied by commercial banks in Albania and the service quality perceived by customers. Integrated Marketing Communication applied by commercial banks in Albania has a positive impact on the service quality perceived by customers. Keywords: Banking services, promotion, service quality DOI: 10.7176/JMCR/67-09 Publication date: April 30 th 2020

Highlights

Oriented marketing organizations to achieve customer and the realization of their objectives, making continuous efforts to find new ways of communicating with customers or to improve existing ones
The impact of integrated marketing communications in the quality of banking services in Albania constitutes the object of study
The questionnaires collected were divided into two groups, this based on the fact stated by the client if It has been part of the audience in a form of integrated marketing communication from the bank or not

Summary

Introduction

Oriented marketing organizations to achieve customer and the realization of their objectives, making continuous efforts to find new ways of communicating with customers or to improve existing ones. Changeable marketing environment on the one hand, and proactive organizations on the other hand, have contributed to the research and application of new approaches to communicating with customers. As a result of the impact of these factors from the mid-1980s, a new approach appeared in terms of marketing communication. This new communication approach aimed at improving communication with customers through integration of marketing communications. The impact of integrated marketing communications in the quality of banking services in Albania constitutes the object of study. Impact of integrated communication service quality in banking services in Albania is shown in this study. Tools and strategies of marketing communication are often useful in an organization’s technical endeavor to deliver services to the satisfaction of customers(Kondracki & Amundson. 2002)

Objectives

Methods

Conclusion