THE POWER OF MIX COMMUNICATION IN RELATIONSHIP MARKETING OFFLINE VERSUS ONLINE: THE CASE OF THE ALBANIAN BANKING SECTOR

All companies use element mix of communication for communicating with their audience. Now communication is not only to inform, persuade or remind customers about the existence of the product on the market, but companies also communicate to care for their existing customers. Through communication is achieved to maintain a personalized relationship between the company and its customers, so to implement marketing relationships. The purpose of this study is to assess the importance of the communication mix in the process of building marketing relationships offline market and online market. For realization of this study, is used marketing literature and was taken a sample of 316 consumers, who were answering questions about the importance communication mix and its impact on marketing relationships. The choice is made randomly grouped by demographic distribution according to the region where they live, age, gender, educational level and sector in which they work. The questionnaires were completed in two major Albanian cities, Tirana and Durres. Study is the based on primary and secondary data for the financial sector Albanian case. The findings of this research, from the descriptive analysis and processing of statistical data, emphasize that communication mix is important for marketing to build relationships as it offline and online.