| dc.creator |
Ngaka, Dorine |
|
| dc.date |
2020-06-29T19:08:21Z |
|
| dc.date |
2020-06-29T19:08:21Z |
|
| dc.date |
2019 |
|
| dc.date.accessioned |
2021-05-05T08:08:31Z |
|
| dc.date.available |
2021-05-05T08:08:31Z |
|
| dc.identifier |
APA |
|
| dc.identifier |
http://hdl.handle.net/11192/3373 |
|
| dc.identifier.uri |
http://hdl.handle.net/11192/3373 |
|
| dc.description |
A Dissertation Submitted in Partial Fulfillment of the Requirements for the
Degree of Master of Business Administration in Corporate Management
(MBA-CM) of Mzumbe University. |
|
| dc.description |
The study aimed at evaluating the marketing strategies used by banks in Tanzania on
customer retention, the case of CRDB bank at Azikiwe branch. The general
objective was to evaluate the marketing strategies used by the banks in Tanzania on
customer retention with specific emphasis on CRDB bank. The specific objectives
was to examine the extent which technology is used in marketing by CRDB bank, to
analyze the influence of promotions and advertisements as marketing strategies used
by CRDB bank, to examine the extent of which staff trainings contribute to better
marketing strategies used by CRDB bank, to examine the extent which the
competitive prices contribute to better marketing strategies used by CRDB bank to
attract and retain customers. The study had used exploratory research design since
the researcher aimed at exploring the related information about the evaluation of
marketing strategies used by banks in Tanzania. The researcher found that CRDB
the use of competitive prices on its products and services, modern technologies in
service provisions and publicity (social media) through promotions and
advertisements as strategies to attract new customers and retain its present
customers. The study concludes that good administrative structures, recruitment of
professionals, as well as leadership style in the banking sector are among the factors
which influence marketing strategies by services providers. |
|
| dc.language |
en |
|
| dc.publisher |
Mzumbe University |
|
| dc.subject |
marketing strategies, banks, promotions and advertisements |
|
| dc.title |
Evaluation of Marketing Strategies Used by Banks in Tanzania on customer retention: The Case of CRDB Bank-Azikiwe Branch |
|
| dc.type |
Thesis |
|