THE ROLE OF MARKETING STRATEGIES ON SALES PERFORMANCE IN COMMERCIAL BANK OF ETHIOPIA

Abstract

The purpose of the study was to determine the role of marketing strategies on sales performance in commercial bank of Ethiopia. This researcher employed both quantitative and qualitative (Mixed) research approach. The researcher was used primary source from employees of commercial bank of Ethiopia and secondary data from internet, published and unpublished documents. The researcher was utilizing both probability and non-probability sampling method. Non- probability or judgmental sampling technique used to select four districts among fifteen districts of commercial bank of Ethiopia and Proportional Stratified Probability sampling techniques used to select appropriate sample size from each stratum (districts) finally the researcher was used simple random sampling to select each respondent using lottery method. The total theoretical populations are 34,879 whereas; the accessible populations are 301 and sample size from these accessible populations is 172. In addition to this the analysis was done by the help of SPSS version 20 and presented using descriptive statistics. Tables and pie charts were used to provide information on the variables. Interpretation is made on the mean, frequency, and percentage of the data. The results are investigated in terms of descriptive statistics followed by inferential statistics on the variables. The result of regression analysis revealed that 65% of sales performance of the bank could be explained by seven service marketing strategy considered in this study. The prediction ability of independent variables is considerable enough to improve sales performance of the bank. From this result, the researcher concluded that using all seven service marketing mix strategy interactively facilitate higher sales performance of the bank. This research approved that service marketing mix strategy directly affect the sales performance of the bank. Bankers should understand the benefit of each service marketing mix strategy and choose the best marketing mix strategy which enhances higher sales performance of the bank.