Abstract

The aim of this paper is to examine the Customer Relationship Management as a new methodology looks forward to identify and attract consumers through the process of developing relationships (business -customer). The methodology of the CRM aims to maintain customer satisfaction and increase consumer loyalty. The purpose of this paper is to know the basic capabilities of CRM systems and in-depth knowledge of methods and management techniques customer relationships. This paper will examine the methods and techniques of customer relationship management and display functionalities customer relationship management-implemented in banks.

Today knowledge is considered as the heart of business. The first step of gaining knowledge is gathering data from internal and external sources. Then these data are classified and processed to turn into information. And information is then transformed into knowledge upon which organizational strategies, decisions and actions are built. In the changing conditions of marketing today, marketers see it essential to know their customer base and plan and make marketing strategies and actions based upon this knowledge. This is called database marketing. Customer data are transformed into customer information kept in a marketing database.The aim of this paper is to investigate the application of database marketing as a tool of knowledge management within firms in Albania.

Competitive advantage is increasingly considered to be one of the key drivers of long-term success of an organization in today's competitive markets. Before looking for a competitive advantage a lot of work has already been done. Sales goals have been reviewed; target markets are defined, problems and opportunities are defined and a thorough marketing plan is prepared. A marketing database is a collection of valuable structured information on present and prospective customers. The information gathered includes, who they are, where they buy, when they buy and how they buy. A proper database marketing system adds value to an organization, so it plays an important role in creating the competitive advantage. This paper contributes in the discussion about the identification of the barriers faced by large and medium firms in the service sector in Albania, trying to build competitive advantage through database marketing use.

The business environment today is characterized by strong competitive pressures; therefore most companies focus their efforts in maintaining a satisfied customer base. There is a full coherence between management and marketing theorists on the importance of service quality as a key to business success.Companies which produce high quality service also have higher economic returns than their competitors, who are not so oriented services.This is particularly true in financial services where deregulation has created an environment with multiple choices for bank costumers, in meeting their financial needs. In response to this, many financial institutions are focusing their strategies to increase customer satisfaction and loyalty through quality consumer services.Achieving consumer satisfaction via internet banking has found widespread support in the theoretical literature. This makes it imperative to empirical analysis results which will help improve work and management.In this context the main problem of this study will remain the question. How satisfied are customers with quality banking services and does improvement of these services leads to increased customer satisfaction. The study is applied taking into analysis two banks. Raiffeisen Bank (RZB) and National Commercial Bank (BKT).Data Are analyzed using descriptive statistics These data are presented in tables and graphs. Questionnaire include demographic data and consumer questions which aim to attract their opinion about the five key dimensions 1. Reliability, 2. Accountability, 3. Readiness to provide timely service, 4. Return of banking services from tangible to intangible in consumer banking, 5. Sensitivity. Assessment of consumer expectations banking is done with scale from "much worse than we expected" "worse than expected", "as expected" in "much better than expected.