International Research Journal of Education and Technology

The banking industry has undergone significant transformations in recent years, driven by technological advancements, changing customer needs, and increasing competition. In this dynamic landscape, the marketing concept has emerged as a critical strategy for banks to differentiate themselves, build customer loyalty, and drive business growth. The marketing concept, which emphasizes understanding customer needs and creating value for them, has become essential for banks to remain competitive and relevant. This evaluation aims to assess the effectiveness of the marketing concept in the banking industry, exploring its impact on customer satisfaction, loyalty, and business performance. By examining the marketing strategies and practices adopted by banks, this evaluation seeks to identify best practices, challenges, and areas for improvement, ultimately providing insights for banks to enhance their marketing efforts and achieve sustainable growth.