The influence and applicability of IT on Marketing of Banking Services in Tanzania

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Date
2011
Journal Title
Journal ISSN
Volume Title
Publisher
University of Dar es Salaam
Abstract
The main objective of this study was to examine the influence and applicability of IT application on Marketing functions within the banking industry. The research was conducted on the commercial banks operating in Tanzania. Further the project examined the IT promotion tools used by bankers to market their services, whether the investment IT attracts more customers and highlight the role of IT in improving the quality of banking services. The findings from this study have been analyzed to get the findings of the study,. The methodology used was in a descriptive research design. The study has been informed by insights from Organization change. It assessed tools used by bankers to market their services and it was revealed that investment in IT attracts more customers. The finding also highlights the role of IT in improving the quality of banking services. By and large, the study found out the impact of IT application pricing of banking services as well as the impact IT application network on banking services. The research instruments contained specific questions that answered research questions directly and other general issues that had no direct reflection to the objective of the study, but added value to it. The findings of this study have shown that the application of ICT in marketing has improved marketing o Banking Services in Tanzania. Based on the research findings and cited literatures related to the topic under study the researcher recommends that, it is imperative to invest capital in IT. The researcher is also recommending that Banks and other Financial Institutions in the country should increase the capital invested in IT.
Description
Available in print copy
Keywords
Banks and banking, Bank marketing, Information technology, Tanzania
Citation
Magashi, G.(2011). The influence and applicability of IT on Marketing of Banking Services in Tanzania. Master dissertation, university of Dar es Salaam. Available at (http://41.86.178.3/internetserver3.1.2/search.aspx?formtype=advanced)