| Abstract: | The main purpose of this study was to investigate the Effects of promotion strategies on
banks performance in Dashen bank S.C by selecting five branches and the head office. To
conduct this study the researcherused mixed research approach. The researcher used
both descriptive and explanatory research design. The main data collection instruments
were both primary (questionnaires and interviews) and secondary sources.
Questionnaires were analyzed through both quantitative (descriptive statistics, Pearson
correlation analysis mainly to determine the relationship between independent variables
and dependent variable. Multiple regression analysis was conducted to determine the
impacts of independent variables on the dependent variable. Reliability test was
conducted to measure the degree of consistencies among the measurement variables
before the main research is conducted using pilot test from 20 participants, which were
not participated, in the main research. Face-to-face interviews were conducted with
marketing manager and marketing vice-manager of the bank. The findings of the study
show that the mean score for advertisement strategy, sales Promotion, personal selling,
Public Relation and direct marketing were used by the bank moderately. This resulted in
moderate organizational/ banking performance. Advertisement, sales Promotion, Public
Relation and direct marketing have significant and positive relationship with
organizational/ banking performance respectively. The findings of the study revealed that
the R-squared is estimated to be 0.783. This implies that 78.3%% of the variation in
organizational performance is determined jointly by the five promotional strategies
(advertisement, salespromotion, personal selling, public relation and direct marketing) is
used in this study. The remaining (1-0.78.3=0.217) or 21.7% of the variation in
organizational performance is explained by variations in other variables that are not
included in the model. The findings of the study imply that all independent variables
namely, advertisement, sales promotion, personal selling, public relation, and direct
marketing are statistically significant different from zero. Therefore, advertisement, sales
promotion, personal selling, public relation, and direct marketing have significant effect
on organizational/banking performance. |
