Abstract

Recently, consistent product range and competition are the vital characteristics in banking sector. In order to obtain positive results in the continuously changing and developing banking sector, demands and needs should be comprehended as well as analyzing the competitors. On the other hand, marketing activities depending on the competition and technologic improvements in the banking sector have increased dramatically. Marketing of banking services also take a more important place in the financial system in terms of the effect of international economic crises and globalization of the sector. Firms have led the development of the sector transforming from profit-oriented marketing activities to customer oriented ones. The analyses of service marketing strategies on banking need to be extended over the customers’ (social, cultural or economic) tendencies, preferences and environmental conditions of the bank branch in the region. Therefore, this study aims to analyze how the competition, technologic improvements and service marketing activities affect the specific customer groups of a bank by applying a survey analysis in SPSS 17.0 and to evaluate the results. The results of the analyses showed that the salary customers of the analyzed bank branch are the most significant target group for the marketing activities of the bank.