The Effect of Marketing Practice on Brand Development (A Case of Debub Global Bank S.C.,Ethiopia
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Date
2021-03
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A.A.U
Abstract
The main objective of this study was to investigate and analyze the effect of marketing practice in the case of Debub Global Bank S.C., Ethiopia. This study was used descriptive and explanatory study & adopting quantitative research techniques to answers three basic research questions, first the effect of marketing mix on brand development, Secondly the effect of quality customer service deliverance on brand development and thirdly the effect of the overall organizational performance enhancement on brand development. Purposive sampling method was taken in order to select 10 branches. A structured questionnaire was prepared and pre-sampling test was conducted by taking 10% of the sample population before distributing to the customers’ of DGB to gather primary data .The questionnaire was presented to 384 customers selected conveniently. 374 customers were responded to the questioners and SPSS software was used to process the primary data. From the findings, it was learnt that the effect of marketing Mix, Deliverance of Customer service and enhancement of overall organizational performance was correlated. Therefore, the study concluded that the effect of marketing mix, effect of quality customer service deliverance and the effect of the enhancement of overall organization performance have significant effect on brand development. The study finally recommended the need for Banks to give more emphasize for the marketing activity in order to build their image and makes them to gain more market share and stay in the market competitively.
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Organizational Performance, Customer service, Branch layout, Brand Development