• Bajram Hasani Gjilan, Kosovo


bank, services, customer, management, marketing


The contemporary economic situation always requires analysis of the processes that take place in the banking market and in its direct environment to enable the use their funds more efficiently and to meet consumers’ needs. The process of globalization and technological development require innovative activities that will enable the banks to adapt to the changes that occur in the market and to increase performance at work.
Banks need to follow the changes of the competitive market, regulations, strategy implementation, assets and liquidity, financial and operational support, benefits and stability as well as the risks they face. Banks should analyse the balance sheet report, i.e. the inflow and outflow of money with which they work, as a form of reflection and follow-up on operations performance.
The market remains the initial basis on the formation and creation of strategies, on the analysis of competition and on the evaluation of work results. The market should be understood as a relationship between demand and supply, as an activity of the exchange process, as a global market in which the exchange should take place at the right time and space.
The management and marketing plan should include everything that the bank should undertake to provide customers, i.e. buyers, to buy or use its products and services. This is often the most stable part of the bank's business plan, and it should be noted that it is very important to spend time and ensure that all the information is provided to create this part of the plan which will enable the successful operation of the bank. A key element in the developing a successful plan is knowing the buyers, their desires, needs and expectations. Knowing these factors enables the development of strategies which will be oriented towards meeting the needs and requirements of customers.
Commercial banks are financial intermediaries that increase funds through demand for deposits from other sources, such as Central Bank reserves, funds for enterprises, i.e. companies, and through loans from other institutions. In order that the Commercial Banks solve their liquidity problems in the short term, they have to borrow financial means from the Central Bank. Commercial banks provide loans from the funds that their depositors have placed in them, from their own incomes and borrowed funds. Banks cannot give unlimited amount of loans because they have to maintain certain reserves in order to be able to repay the required deposits.


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How to Cite

Hasani, B. (2021). BANKING PERFORMANCE ACTIVITY IN KOSOVO. KNOWLEDGE - International Journal , 45(5), 1067–1070. Retrieved from