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The Effect of Marketing Mix Strategies on Adoption of Internet Banking in Commercial Banks: The Case of Commercial Banks in Dar Es Salaam, Tanzania

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dc.creator Chille, Felix Joseph
dc.date 2018-11-19T13:51:23Z
dc.date 2018-11-19T13:51:23Z
dc.date 2018-04
dc.date.accessioned 2022-10-20T08:35:11Z
dc.date.available 2022-10-20T08:35:11Z
dc.identifier Felix, Joseph Chille (2018), Paper Title: The Effect of Marketing Mix Strategies on Adoption of Internet Banking in Commercial Banks. Business Education Journal (BEJ)
dc.identifier http://dspace.cbe.ac.tz:8080/xmlui/handle/123456789/86
dc.identifier.uri http://hdl.handle.net/123456789/79434
dc.description The objective of the paper was to find out the impact of the adoption of internet banking technology on the marketing mix strategies in Dare es Salaam commercial banks in Tanzania.Both quantitative and qualitative research methods were applied. The study comprised of the sample of 150 respondents, where, 100 were external customers and 50 internal customers/ employees from 3 respective commercial Banks , namely CRDB Bank Limited,NBC Bank Limited and NMB Bank Limited . Promotional efforts of internet banking products was found to be important factors on encouraging customers adoption of internet banking, and quality of internet banking products and services were found to be the limiting factors in adoption of internet banking.In determining the significance of the Marketing mix elements in the adoption of internet banking, neither of the marketing mix elements was found to be significant. Therefore commercial banks in Dar es alaam,needs to improve their product planning strategies on effective use of the marketing mix strategies. There is a need of internet products to be market driven, accompanied by increasing the promotional effort. Training of employees on effective customer care and delivery should be emphasized. This will ensure that customers gets the internet products timely and adequately.
dc.format application/pdf
dc.language en
dc.relation Volume ll;Issue No 1
dc.subject Marketing mix, internet, banking, adoption, customers, Dar es salaam
dc.subject Marketing mix
dc.subject internet
dc.subject banking
dc.subject adoption
dc.subject customers
dc.subject Dar es salaam
dc.title The Effect of Marketing Mix Strategies on Adoption of Internet Banking in Commercial Banks: The Case of Commercial Banks in Dar Es Salaam, Tanzania
dc.type Article


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