Research On Service Marketing Strategy Of Lao Foreign Trade Bank (BCEL) SAISETTHAR Branch

With the intensified competition in the domestic banking market in Laos,the products and services of banks are becoming more homogeneous,and banks are paying more and more attention to service marketing issues,aiming to promote the development of banking services and profit growth by improving service quality.The article is based on the study of the behavior of the SAITSETTHAR branch of the Lao Foreign Trade Bank(BCEL).focusing on the bank's service marketing issues.This article first defines the concept of banking service marketing,STP and 7P marketing theory;Secondly,this article analyzes the current status of service marketing of the Lao foreign trade bank SAITSETTHAR branch;Thirdly,the article explored some problems in service marketing of the Lao foreign trade bank SAITSETTHAR sub-branch by issuing questionnaires and interviews with relevant personnel.For example,SAITSETTHAR sub-branch has insufficient financial product varieties,lack of service initiative,weak employee capabilities,service marketing Incomplete information system,poor service environment,insufficient personalized marketing,insufficient process management,etc.Finally,the article combined with literature research and survey results,using the 7P theory to put forward some new ideas and related strategies to effectively improve service marketing of the Lao foreign trade bank SAITSETTHAR sub-branch,such as integrating service marketing with financial products to achieve diversified marketing strategies to promote the improvement of service concepts and the improvement of staff capabilities,and it would ultimately help to promote the construction of integrated marketing and service systems for customers.This research will help to improve the level and ability of service marketing of the Lao foreign trade bank(BCEL)SAISETTHAR sub-branch,and then promote the fast and good development of the Lao foreign trade bank SAITSETTHAR sub-branch.At the same time,it has certain reference value for other similar banks in Laos to enhance service awareness and service level.