Impact of Marketing Strategy on Bank Performance: A Study of Berhan International Bank, Addis Ababa Branches

Abstract

The objective of this study is to assess the impact of marketing strategies on bank performance in the case of Berhan International Bank Share Company, Addis Ababa Branch. The study was carried out using a quantitative research approach and an explanatory research design. The data were collected using a questionnaire. With the aid of SPSS software version 27, correlation and multiple linear regression were used to examine the data collected. The results of the research revealed that the product, price, promotion, and location all had an impact on the performance of the Berhan International Bank of Addis Ababa branch. Bank success is greatly impacted by providing high-quality services, utilizing technology effectively, applying product differentiation strategies appropriately, diversifying the product line, and producing a product that satisfies consumer expectations. In a similar vein, bank performance is greatly impacted by the availability of affordable service fees, greater interest rates on savings deposits, interest-earning in a comparatively short amount of time, cheap interest rates on loans, and free book opening. Similar to this, bank performance is greatly impacted by employing the right promotional tools, publishing a product or service for customers, utilizing a budget to use these tools, and pushing a product or service to draw in new clients. The profitability of the bank is influenced by its location. Bank performance is significantly impacted by the following factors: having multiple branches spread across various areas, having convenient opening and closing hours, and being close to one's home or place of employment. Providing high-quality services, diversifying bank products, opening a branch in a convenient location, and promoting the bank were all advised based on the main findings.