MARKETING IMPLICATION OF THE HOUSING PROGRAM WITH CBE:- CHALLENGES & OPPORTUNITIES TO THE BANK

Abstract

This work is set out to identify challenges and opportunities the condominium housing program brought to CBE. And to investigate the marketing implication they have on the performance of the bank. Thus, questionnaires were disseminated randomly to condominium account holders in Addis Ababa. Proportional sampling method was used .Questionnaires were also responded by CBE managers. Convenience sampling applied here. After analyzing the collected data the study came up with the following findings:-CBE has got a large number of customer influxes. Significant number of accounts being closed on daily basis. CBE doesn’t respond to this massive account closure .Customers have misconceptions about the role of CBE in the housing program. Bad word of mouth is another challenge. From these findings it is concluded that CBE faces more challenges than entertaining opportunities. To tackle the problems CBE should exert extended efforts in the areas of customer awareness, new promotional efforts towards condominium account holders, performance measurement that includes condominium accounts that try other CBE products and rewards to encourage trial of other CBE products by condominium account holders.