Browsing by Author "Kangesa, Faudhiath Hussein"

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    The role of marketing mix on commercial banks brand equity development in Tanzania: a case study of BancABC.
    (University of Dar es Salaam, 2018) Kangesa, Faudhiath Hussein
    This study examined the role of marketing mix on commercial banks brand equity development in Tanzania using BancABC organization as a case study. The study was guided by seven specific objectives. These objectives were: to establish the extent to which people based marketing mix variables, product based marketing mix variables, promotion based marketing mix variables, distribution based marketing mix variables, price based marketing mix variables, process based marketing mix, and physical evidence based marketing mix variables affect the bank brand equity development. The study employed a mixed research design as a marketing mix model and the resource based theory. Data were collected from both primary and secondary sources. A sample of 111 respondents was conveniently selected from BancABC. Data analysis was conducted by using of Statistical Package of Social Science (SPSS) version 21 where mean, standard deviation and multiple regressions were used. The findings of the study indicated that process, product and distribution marketing mix variables had positive significant influence on brand equity development while physical evidence, price, promotion, and people based marketing mix variables had negative influence on bank equity development. The study recommendsthe banks’ marketing strategies must be dynamic and flexible to meet the dynamic needs of the banking customers by properly modifying their products with varying segmentations. Bank should also think to start new innovative product scheme. In addition, the bank should increase their branches and branchless technological models such as Mobile phones and Internet as order of the market demand as part of distribution strategies to sell their bank marketing products and services. Lastly, the study recommends the bank should invest on process simplifications and take different types of innovative service marketing.