(Uva Wellassa University of Sri Lanka, 2010) Abeygunawardene, S.H.D.K.; Fernando, P.I.N.
Modern business environment is highly dynamic and competitive. Service sector organizations are considered as one of the highly competitive sector within the economy. To face this competition, commercial banks introduce savings accounts ceaselessly. Even though banks spend millions on promotional/advertising activities to attract customers, the number of customers attracted to savings accounts is in comparatively lower level.
This research focused on identifying the most effective promotional method for recently introduced savings accounts in commercial banks which operated in their branches in Badulla urban area. Hundred respondents from seven commercial banks were taken as sample and using stratified sampling method. Here the effectiveness of eight promotional methods using by banks to attract customers is considered.