CONSUMER ASSESSMENT OF THE MARKETING ACTIVITIES OF THE BANK MILLENNIUM

Abstract

The aim of this paper is to present the results of research focusing on identification and client assessment of marketing activities carried out by Bank Millennium. Marketing activity in the case of public institutions, such as banks, plays a specific role associated first of all in image creation, that will encourage clients not only to use the service, which is offered by bank, but also will lead to customer loyalty. Despite the fact that Millennium Bank offers a wide range of products, the most of the clients use products that can be called traditional (as personal accounts, deposits, loans and credits). For many clients of the bank the more important is a comprehensive marketing operation including image, mix of banking offer and the quality of customer service, than the advertising activities.