| Abstract: | The purpose of this study was to examine the effects of promotional mix strategy on the banks operational
performance in case of Dashen Bank S.C and the Study adopted both descriptive and explanatory research
designs. Staffs of the Bank who are working in Dashen HO and Branches were targeted as the population of
this study. This study used a purposive sampling technique to select sample respondents. Data were gathered
using questioners from 316 respondents out of which 287 questioners were collected and used for further
analysis. The study used both primary and secondary source of was collected by the use of survey
questionnaires and related literature respectively. correlation analysis was conducted to understand the
association and its strength between the Promotional mix strategy dimensions namely: Advertising, Personal
selling, public relation, sales promotion, direct marking and the bank operational performance. Multiple
regression analysis was also conducted to analyse the effect of independent variables on the bank operational
performance. The study showed that all the independent variables have a significant and positive effect on the
operational bank performance. Finally, the research has found that the advertising is the highest significant
factor that affects operation bank performance in case of the Dashen Bank followed by, sales promotion and
public relations and the mean value of advertising, sale promotion sales, public relation, direct marketing and
personal selling resulted 4.3757,4.2813,4.0894,4.0104,4.0938 respectively. Therefore, the bank should keep
on strengthening the advertising using both over and below the line that can benefit both the bank and the
customers in the long run and should build its reputation, and need to be reliable to create a sustainable
confidence. |
