The Influence of Promotional Activities on Customer Attraction in Debub Global Banks.C.
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Date
2023-06
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Addis Ababa University
Abstract
In today's volatile and dynamic business world, where customers are very sensitive to changing their preferences with many service providers, Promotion plays a very important role in attracting customers.DGB must use promotional activities to attract customers in order to achieve long-term relationships in terms of productivity and ultimately survival. However, there are very few studies on the promotional activities and customer attraction in Ethiopian banking context. Therefore, this study investigated the influence of promotional activities on the customer attraction in the DGB.The study adopted a descriptive and explanatory research design. The target population was DGB customers of Addis Ababa city. 340 customers were sampled and structure questionnaire administered. In addition, proportion ate stratified and convenience sampling was applied. Data analysis was performed using descriptive statistics: mean, standard deviation. Pearson correlations were performed to test the relationship between advertising elements and customer attraction. A multiple regression model was constructed for the dependent variable (customer attraction) and four independent variables (i.e., advertising, sales promotion, personal selling, and direct marketing).SPSS version 26 was used for data analysis. As a result, the regression test showed that at a significance level of five percent, advertising and sales promotion have the greatest positive and significant influences on customer attraction, followed by direct marketing and personal selling. In conclusion, the researcher recommends, among other things, that management must continuously conduct surveys to evaluate the effectiveness of advertising, improve sales promotion practices, work to empower and build the capacity of sales staff, leverage social media, and incorporate user-friendly financial technologies to customize the product and service to make it more accessible to customers
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Keywords
Advertising, Sales Promotion