The Effect Of Promotional Strategies In The Marketing Of Bank Services

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The Effect Of Promotional Strategies In The Marketing Of Bank Services


Abstract


Promotional strategies is a process deal with the technique used by organization in inform, persuade and eduate the public through the promotional mix.

Moreover promotional strategies does not only promote tangible products but also it promotes ideas, services, personalities etc. it also presents want, satisfying attribute of a product or service to the consumers.

The research work titled “the effect of promotional strategies in the marketing of bank service” a case study of UBA PLC, was carried out with the objective of determining the effect of promotional strategy in the quality of service and also to find out how promotions has assisted the bank in its achievement in the service industry to find out if the increase in customer patronage was as a result of promotional strategy, to find out if promotions persuade and reminds customer of UBA PLC services and lastly to find out if promotions keep customer aware of the product and service of UBA PLC.

In achieving the above objective some related literature were reviewed on the effect of promotional strategy on the marketing of bank services

In this research work the major instrument used is questionnaire administered on two population ie management and customer of the bank this was supplemented with personal interview.

According to the questionnaire collected and interview conducted relevant data were analyzed and hypothesis tested. The analyzed data brought out the following; that promotion create positive image for the bank, that most people in Enugu metropolis are aware of UBA Plc, increase profitability and customer patronage.

Based on the funding the following recommendation were made: UBA should carry out promotion regulartly since it increase sales, patronage, profitability, builds brand image and other benefits.

Also the bank should utilize the marketing variable, strategies and concept. In summary UBA Plc have to use all the marketing principles for continued survival and sustenance in business.


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