The Impact of Marketing Strategy on a Firm’s Performance Opinion Survey on Employees of Dashen Bank S.C.
| dc.contributor.advisor | Zewdie, Shimelis (PhD) | |
| dc.contributor.author | Samuel, Lidia | |
| dc.date.accessioned | 2021-05-24T06:45:56Z | |
| dc.date.accessioned | 2023-11-04T14:10:18Z | |
| dc.date.available | 2021-05-24T06:45:56Z | |
| dc.date.available | 2023-11-04T14:10:18Z | |
| dc.date.issued | 2015-05 | |
| dc.description.abstract | The purpose of this study is to: (a) examine the impact of marketing strategies (Service Marketing Mix) on the financial performance of Dashen Bank and b) identify the most influential elements of the Marketing Mix on Financial performance. Both quantitative and qualitative methods were adopted in this study. Quantitative data are collected using a structured questionnaire which has been developed and distributed to a sample of 234 managerial employees in Dashen Bank. With a response rate of 90.2%, 211 questionnaires have been returned and were valid for data analysis. The quantitative data have been analyzed using descriptive and inferential analysis (i.e. correlation analysis and multiple regression analysis). While qualitative data is collected through conducting a semi-structured interview with members of Top Management and Managers involved in marketing activities of the Bank. Moreover, secondary data analysis was done to assess the financial position of Dashen Bank among peer banks. The correlation analysis revealed that price (r=0.546, p<0.01) and people (r=0.495, p<0.01) have a strong, positive and significant relation with financial performance while the rest have moderate but significant relation with financial performance. The empirical findings of the multiple regression indicated that only five of the predictor variables Price (β = 0.225; P<.05); Promotion (β = 0.181; P<.05); Place (β = 0.191; P<.05); People (β = 0.184; P<.05) and Physical evidence (β = 0.121; P<.05) have a positive and significant influence on the Banks’ Financial Performance. The results also revealed that these independent variables are significant joint predictors of financial performance (F (7, 203) = 30.954; Adj. R2 = 0.500; P< .05). The independent variables jointly explained 50.0% of variance in financial performance. The findings also indicate that the strongest predictors of the 7Ps model on financial performance are price, place, people and promotion, respectively. The research model in this study is tested in the Ethiopian service organization’s context, particularly in Dashen Bank, which may limit the generalizability to other service industries and other Countries without further examination. Finally, recommendations are made for the Bank based on the findings of the study | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26536 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Service Marketing Mix | en_US |
| dc.subject | 7Ps | en_US |
| dc.subject | Services | en_US |
| dc.title | The Impact of Marketing Strategy on a Firm’s Performance Opinion Survey on Employees of Dashen Bank S.C. | en_US |
| dc.type | Thesis | en_US |