Investigating Customer Perception of Integrated Marketing Communications Practices in the Dashen Bank: A Case Study
| dc.contributor.advisor | Gashaye Belew | |
| dc.contributor.author | Hanna Demissie | |
| dc.date.accessioned | 2025-08-16T17:36:29Z | |
| dc.date.available | 2025-08-16T17:36:29Z | |
| dc.date.issued | 2025-06 | |
| dc.description.abstract | This study investigates customer perceptions of Integrated Marketing Communications (IMC) practices within the banking industry, focusing specifically on Dashen Bank Share Company in Ethiopia. As the banking sector becomes increasingly competitive and digitally driven, the need for cohesive, customer-focused communication strategies has grown significantly. The primary objective of this research is to explore how Dashen Bank integrates various IMC tools such as advertising, public relations, sales promotion, direct marketing, digital media, and personal selling into a unified marketing strategy. A mixed-methods approach was employed, combining quantitative data from 353 customer surveys with qualitative insights from in-depth interviews conducted with three key marketing professionals at the bank. The findings reveal that while Dashen Bank utilizes a variety of communication tools, the integration across departments remains partial and lacks strategic cohesion. Correlation and regression analyses show that there is a strong, statistically significant relationship between IMC practices and customer perception, particularly highlighting the impact of digital marketing and sales promotion on customer trust, perception and banking preference. Challenges identified include limited cross-functional coordination, limited digital infrastruacture, inconsistent customer experience and varying awareness level across IMC tools, rigid organizational structure, and poor interdepartmental collaboration. Despite these challenges, IMC has positively influenced customer trust, service awareness, and relationship building. The study contributes practical insights for banking institutions aiming to improve their communication effectiveness and theoretical understanding of IMC application in emerging financial markets. Recommendations are offered to strengthen internal integration and enhance customer-centered communication planning. | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/6817 | |
| dc.language.iso | English | |
| dc.publisher | Addis Ababa University | |
| dc.subject | Customer Perception communication tools e-banking | |
| dc.title | Investigating Customer Perception of Integrated Marketing Communications Practices in the Dashen Bank: A Case Study | |
| dc.type | Thesis |