Marketing communication and banking service industry

Gëzim Simoni, Arjan Abazi


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 30th 2020

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