Dissertation Submitted to Mzumbe University, in Partial Fulfillment of the Requirements for the Award of the Degree of Master of Business Administration in Corporate Management (MBA-CM) of Mzumbe UniversityThe study focused on examining the determinants of sim banking performance, the case study of CRDB Bank Plc branches in Mwanza City.Sim banking is one of the electronic banking product which was recently launched by CRDB bank Plc in February 2012. The study was carried out successfully by examining the following specific objectives namely (1) to assess the extent to which the customers were aware of electronic banking (2) to assess the impact of preference on the use of sim banking, (3) to examine the reasons for CRDB low sales of sim banking despite large number of customers and (4) to assess the effectiveness of marketing strategies employed to increase the sales of sim banking. Four CRDB Bank Branches in Mwanza City namely Bugando, Nyerere and Nyanza and Mwanza were purposively selected due to its immediacy to the researcher’s work station. Therefore for the purpose of this study the sample 200 customers and 4 branch Managers were drawn to represent CRDB bank customers and Management respectively. The main tools of data collection for the study were questionnaires for CRDB Bank customers and interview for CRDB Bank Management staff. The findings from the study indicated that customers were aware of the existence of electronic banking. However, it was found that the preference as one of the determinant examined had a greater influence on the use sim banking and therefore affecting the sales. It was also found that the fraudulent events so far reported and non-assurance of security were the one of the factors leading to low sales of sim banking despite its large number of customers. The findings also suggested that the marketing strategies were ineffective. The study therefore came up with two major recommendations. First, CRDB Bank Plc should review its marketing strategies in place to ensure all newly introduced products are closed monitored. Second the advantages of sim banking as a new product should be clearly communicated to the customers to avoid distortions as a result of rumours from the lay men in the market.