Influence of promotional strategies on banks performance

Article


Aliata, Victor Lusala, Odondo, Alphonce J., Aila, Fredrick Onyango, Ojera, Patrick B., Abong’o, Beatrice E. and Odera, Odhiambo. 2012. "Influence of promotional strategies on banks performance." International Journal of Business, Humanities and Technology. 2 (5), pp. 169-178.
Article Title

Influence of promotional strategies on banks performance

Article CategoryArticle
AuthorsAliata, Victor Lusala, Odondo, Alphonce J., Aila, Fredrick Onyango, Ojera, Patrick B., Abong’o, Beatrice E. and Odera, Odhiambo
Journal TitleInternational Journal of Business, Humanities and Technology
Journal Citation2 (5), pp. 169-178
Number of Pages10
Year2012
Place of PublicationUnited States
Web Address (URL)http://www.ijbhtnet.com/index.php/archive.html?id=170
Abstract

This paper examines the nature and influence of the relationship between the bank’s promotional strategies and
its performance and seeks to determine the importance of promotional strategies in explaining the bank’s
performance. The study location was at the National Bank of Kenya. A descriptive research design employing a
simple random sampling technique selected 88% of the bank branches whose managers were contacted using
questionnaires. The data collected were analyzed using the SPSS software. Correlation analysis was conducted to
establish the nature of the relationship between the bank’s promotional strategies and it performance while
regression analysis used to explain its performance. Positive relationship was found to exist between promotional
strategies expenditure and bank performance. Spending on promotional mixes individually had little effect on
bank performance.

Keywordspromotional strategies, bank performance, Kenya
ANZSRC Field of Research 2020350204. Financial institutions (incl. banking)
350605. Marketing management (incl. strategy and customer relations)
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsMaseno University, Kenya
School of Accounting, Economics and Finance
Institution of OriginUniversity of Southern Queensland
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