ASSESSMENT ON THE INFULUENCE OF PROMOTIONAL MIX ELEMENTS ON CUSTOMER SATISFACTION IN THE CASE OF DASHEN BANK IN HAWASSA CITY OF ETHIOPIA.

Aravind Kumar Soudikar, EMEBET KASSA WOLDE

Abstract


The aim of this study was to assess the influence of promotional mix elements on customer satisfaction in the selected private bank in Hawassa city. Banking sector in general and Dashen bank in particular in Ethiopia has given little attention to different types of promotional mix elements. Even though many researchers conduct a research in different marketing areas in different service sector including banking industry such as service quality and customer satisfaction, they did not conduct a research on Promotional mix elements and its impact on customer satisfaction in Dashen bank . Promotional mix elements consist of five major modes of communication: advertising, sales promotion, public and publicity, personal selling and direct marketing. The target population was 51,090 Dashen bank customers who are using the bank’s current and saving account users. The participants of the study include 397customers of the bank who were selected from the three banks by stratified sampling techniques and out of 397questionnnairs distributed, 337 were returned with complete answer. More over 5 bank officials from the three branches were selected using purposive sampling techniques. Data was collected using questionnaires and interview designed by the investigator. The interpretation of quantitative data was made using frequency, percentage, mean, standard deviation one sample t- test, correlation Logistic regression, and the data obtained from interview were analyzed qualitatively. The result indicated that the bank practiced mostly Advertizing, through Television and radio. However, the rest promotional mix elements were given less attention..The study also disclosed evaluation and customers feedback response contribution was not efficiently utilized. Customers were dissatisfied with sales promotion, personal selling, public relation and direct marketing. The banks’ promotional system is highly centralized at the head office. Consequently, the regional bank officials were unable to design and disseminate the information about the area banks’ service through promotion as per the local community context. Findings revealed that the management of the bank believed that delivering service quality should attract and retain customers rather than doing promotion. The managers also focused on only public relations and  they should  also  give less attention to the other promotional mix elements. The head office officials should give more attention to customers’ feedback response to evaluate its status; The head office managers also should give the mandate for regional bank officials to design and exercise the promotion strategy.

Keywords: promotional mix elements, Customer satisfaction, current Account, saving account,


پاراگلایدر Full Text: PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

ISSN : 2251-1547