Usage of promotional activities in the service sector - A case study on bank services sector in Shkodër, Albania

Abstract

This theme is an attempt to investigate and analyze how the use of promorcionale activities can help the development of the banking sector. As an important element of the marketing mix, promotion plays a vital role in the marketing of any product and service. And service banking system has no exception because customers want to know about the services and facilities for making their special offered by banks. As a result the spread of information and persuasion on the benefits of the services offered by banks are very important to attract the market to them. By the use of various means of promotion, banks try to serve this purpose and to influence consumers attitudes and increase potential interest to obtain these services back to their banks and reduce the risk that accompanies the product/service purchases. Although promotion plays an important role in marketing the product to the banking sector, the level of the banking system in our country is not in the parameters set out objectives for economic development. The main purpose of this study is to analyze the current situation and future possibilities banking sector operating in Shkodra, Albania and highlights as promotional activities can play an important role in the development of the banking system of a country like Albania. In the end of paper, based on the findings, are some suggestions for measures to improve policy management promorcionaleof banking. This sistem is a combination of theoretical and empirical research.