Evaluation Performance of the Banks in Attracting and Retaining Customers

Increasingly need of people of banking services has caused that initiative plans and projects and fresh approaches are taken into consideration due to different reasons such as development of cities, unsafety of money transfer, acceleration in work procedure, necessity for balance control and payments on the one hand and necessity for realization of people’s expectations, customer loyalty and attraction of new customers. Knowing and innovative, perseverant and updated administration is a necessity of administration structure of any bank. It seems that similarity in publicity by banks in television and radio media, the press, billboards across the city, media and granting awards do not create the required motivation among customers. Meanwhile, some of managers of banks assume that bank marketing administration has the duty of publicity and advertising. However, duty of marketing administration goes beyond what is assumed by the managers. Herein this paper, in order to survey the case, a hypothesis has been developed (Material motivation, compared to other intra-organizational elements plays the prominent role in qualitative and quantitative promotion of performance of bank personnel). In order to examine the case, a questionnaire has been used for this purpose. The statistical population includes nine state banks accordingly.

Evaluation of performance, publicity, marketing for banking services