Influence of promotional strategies on banks performance

Aliata, Victor Lusala and Odondo, Alphonce J. and Aila, Fredrick Onyango and Ojera, Patrick B. and 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. ISSN 2162-1357

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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.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Authors retain copyright.
Depositing User: Mr Odhiambo Odera
Faculty / Department / School: Historic - Faculty of Business and Law - School of Accounting and Finance
Date Deposited: 16 Oct 2012 02:27
Last Modified: 26 Nov 2012 05:50
Uncontrolled Keywords: promotional strategies, bank performance, Kenya
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1502 Banking, Finance and Investment > 150203 Financial Institutions (incl. Banking)
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
URI: http://eprints.usq.edu.au/id/eprint/22021

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