| Title : | Impact of different promotional strategies on bank performance: a case of Nepalese commercial banks | | Material Type: | printed text | | Authors: | Pratibha Neupane, Author | | Publication Date: | 2017 | | Pagination: | 89p. | | Size: | GRP/Thesis | | Accompanying material: | 10/B | | Languages : | English | | Descriptors: | Banks
Banks and banking
Promotion
| | Keywords: | 'promotional strategies return on assets return on equity personal selling' | | Class number: | 378.12 | | Abstract: | Promotion is the direct way that an organization attempts to reach its customers. It is performed through the five elements of promotion mix including advertising, sales promotion, personal selling, public relations and direct marketing. Globalization is the most potential force shaping the business and economic activities today around the world. Technological and scientific advancement has reduced the entire world to neighborhoods, which has reshaped the way of carrying out various business activities around the globe. Various promotional activities are needed to be carried out by different entity to promote their product to satisfy customer’s needs.With the growing importance of the financial sector, pressures are growing for more effective marketing management of the financial services sector is continuing to grow in terms of turnover and profit. Thus, has a supreme impact on the other spheres of the economy.Consequently, there is currently growing interest in applying market-focused organization first determines the potential customer’s desire, and then builds the products or services.
Literatures suggest that companies benefit from being able to promote their product and reach customers need in this competitive environment. There is strong consensus as such activities could potentially lead to firm’s better performance or as a source of sustained competitive advantage. Many studies have shown positive relationship and some studies have shown negative or no relationship between company’s promotional strategies practices and firm performance. Against these backdrops, this study mainly aimed at examining the impact of different promotional strategies on bank’s performance of Nepalese commercial banks. The quantitative sample of this study included primary data of 16 Nepalese commercial banks with 176 observations for the year 2016/17.
The study shows that advertising, personal selling, direct marketing, sales promotion and public relation have positive effect on return on assets. Likewise, advertising, personal selling, direct marketing, sales promotion and public relation have positive impact on return on equity. The study also reveals that effective promotional strategies have a significant and positive impact on the profitability of Nepalese commercial banks.
Recommendations are given on the basis of the findings of the study. The results of the study suggest that management should realize the importance of promotional strategies for the success of their organization. Hence, if the Nepalese commercial banks have effective promotional strategies in the form of advertising, personal selling, direct marketing, sales promotion, public relation it will tend to increase the firm performance.
|
Impact of different promotional strategies on bank performance: a case of Nepalese commercial banks [printed text] / Pratibha Neupane, Author . - 2017 . - 89p. ; GRP/Thesis + 10/B. Languages : English | Descriptors: | Banks
Banks and banking
Promotion
| | Keywords: | 'promotional strategies return on assets return on equity personal selling' | | Class number: | 378.12 | | Abstract: | Promotion is the direct way that an organization attempts to reach its customers. It is performed through the five elements of promotion mix including advertising, sales promotion, personal selling, public relations and direct marketing. Globalization is the most potential force shaping the business and economic activities today around the world. Technological and scientific advancement has reduced the entire world to neighborhoods, which has reshaped the way of carrying out various business activities around the globe. Various promotional activities are needed to be carried out by different entity to promote their product to satisfy customer’s needs.With the growing importance of the financial sector, pressures are growing for more effective marketing management of the financial services sector is continuing to grow in terms of turnover and profit. Thus, has a supreme impact on the other spheres of the economy.Consequently, there is currently growing interest in applying market-focused organization first determines the potential customer’s desire, and then builds the products or services.
Literatures suggest that companies benefit from being able to promote their product and reach customers need in this competitive environment. There is strong consensus as such activities could potentially lead to firm’s better performance or as a source of sustained competitive advantage. Many studies have shown positive relationship and some studies have shown negative or no relationship between company’s promotional strategies practices and firm performance. Against these backdrops, this study mainly aimed at examining the impact of different promotional strategies on bank’s performance of Nepalese commercial banks. The quantitative sample of this study included primary data of 16 Nepalese commercial banks with 176 observations for the year 2016/17.
The study shows that advertising, personal selling, direct marketing, sales promotion and public relation have positive effect on return on assets. Likewise, advertising, personal selling, direct marketing, sales promotion and public relation have positive impact on return on equity. The study also reveals that effective promotional strategies have a significant and positive impact on the profitability of Nepalese commercial banks.
Recommendations are given on the basis of the findings of the study. The results of the study suggest that management should realize the importance of promotional strategies for the success of their organization. Hence, if the Nepalese commercial banks have effective promotional strategies in the form of advertising, personal selling, direct marketing, sales promotion, public relation it will tend to increase the firm performance.
|
|
Refine your search Apply to external sourcesImpact of different promotional strategies on bank performance: a case of Nepalese commercial banks / Pratibha Neupane
