THE EFFECT OF MEDIA ADVERTISING ON CUSTOMER BANK PREFERENCE IN THE CASE OF COMMERCIAL BANK OF ETHIOPIAN NORTH ADDIS ABABA SELECTED BRANCH

Abstract

Media advertising is a prominent feature of modern business operations one could encounter advertising massage while watching TV, Reading magazines, listening to the radio using the internet or even simply waking down the street media adverting has an influence on customer preference. The purpose of the study was to analyze the effect of media advertising on customer bank preference in CBE bank service. The study was to examine the effect of print media, Radio, Television and online advertising on customer bank preference. The researcher selected participants of the study from north Addis grade four city branches of Commercial Bank of Ethiopia. Under this six branches where selected simple randomly by the researcher. Quantitative research approach was adopted and probability and non-probability sampling methods were used (purposive sampling for the selection of district) and total sample size of the study is 384 respondent. Data were distributed using structured questionnaire and analyzed using SPSS version 20 and explanatory research design was used. The results of the study revealed that media ads were (print media, Radio, television & online ads) messages have significant effect on customer bank preference. The findings showed that print media and TV advertising has the most powerful influence on CBE customer bank preference due to the combinations of audio-visual presentations and accessibility Online media ads has less significant on the customer bank preference. Given this findings, it is recommended that the bank should exert its effort to make its online, radio and printing media ads to become more positive effect on customer’s preference to warred the bank product and serves.