Marketing application in development modern banking services- An Empirical study on Customer Statisfaction in Techcombank

Abstract

Over the long time development, commercial banks do not only supply traditional services such as deposit taking,
lending, payment intermediaries... Today, banks is developing many more innovative services, in line with customer
requirements. The process of creating competitive position of banks is closely related to the creation of new products
and services, and showing customers the real benefits of those products and services. This is only possible if banks have
a dynamic marketing solutions. Marketing becomes essential for all types of banks in the market economy, particularly
in the circumstances that modern banking services has not been widely used as conventional banking. Within the scope
of this article the author studies the theoretical basis of marketing strategy 7P in the Bank’s operations, especially the
development of modern banking services and the perspective of the customer to evaluate effective Marketing to develop
modern banking services in Techcombank