Marketing Communication Strategies of Global Bank Ethiopia: For Effective Customer Engagement and Brand Positioning

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dc.contributor.advisorAgaredech Jemaneh (PhD)
dc.contributor.authorHenok Engda
dc.date.accessioned2025-07-29T11:46:36Z
dc.date.available2025-07-29T11:46:36Z
dc.date.issued2024-09-16
dc.description.abstractThis study aims to evaluate the marketing communication strategies employed by Global Bank Ethiopia (GBE) to enhance customer engagement and brand positioning. Utilizing a mixed-methods approach, the research involved surveys distributed to a random sample of GBE customers, semi-structured interviews with key marketing personnel, and content analysis of marketing materials. The study achieved a high response rate of 90% from 240 respondents, predominantly male (75%), middle-aged, and self-employed (75%). Analysis revealed that while GBE effectively uses a diverse set of communication channels and emphasizes digital banking solutions, significant gaps exist in the strategic objectives and operationalization of its marketing efforts. Customers primarily preferred using the bank's website/app (54.58%) and in-person interactions (26.67%) for communication, with minimal use of email and social media. A majority found GBE’s advertising campaigns ineffective (61.67%), and most respondents had only partial information about the bank’s products and services (81.25%). Trustworthiness and relevance were identified as the most appealing aspects of GBE’s marketing messages. The research also highlighted challenges such as high advertisement costs, political instability, and poor-quality supplies from vendors. Recommendations include diversifying marketing channels, improving advertising effectiveness, enhancing product information dissemination, leveraging customer feedback, maintaining trust and relevance, developing detailed strategic objectives, and adopting a strategic framework for channel selection. This comprehensive analysis provides valuable insights into GBE's marketing communication strategies, identifying areas for improvement to better align with customer needs and industry trends.
dc.identifier.urihttps://etd.aau.edu.et/handle/123456789/5697
dc.language.isoen
dc.publisherAddis Ababa University
dc.titleMarketing Communication Strategies of Global Bank Ethiopia: For Effective Customer Engagement and Brand Positioning
dc.typeThesis

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