The role of banking promotional activities in enhancing customer loyalty: A theoretical approach
Keywords:
Banking Promotion, Customer Loyalty, Promotional ActivitiesAbstract
Promotional activities are essential in the banking sector for influencing customer behavior, building engagement, and fostering long-term loyalty. Tools such as sales promotion, public relations, personal selling, and advertising help guide customers through awareness, interest, desire, and action, while enhancing satisfaction and trust. Based on the theoretical analysis, the study concludes that banking promotional policies conceptually contribute to deepening customer loyalty by shaping customer perceptions, influencing attitudes, and directing behavioral responses. Moreover, the strategic integration of promotional tools creates a coherent framework that strengthens customer commitment, aligns expectations with actual service quality, and supports sustained customer engagement in a competitive banking environment.
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