Evaluation of the effectiveness of marketing communication tools: the case of selected banks in Tanzania

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University of Dar es Salaam
The main objective of this study was to evaluate the effectiveness of marketing communication tools in the provision of banking services in Tanzania. The specific objectives were to identify marketing communication tools used by these banks, to determine marketing communication tools which banks use more frequently and to determine the effectiveness of these tools. A descriptive cross-sectional study involving respondents drawn from selected commercial banks in Tanzania was used. Commercial banks studied were NBC, NMB, CRDB and DCB. The study used random sampling to obtain respondents from each bank from the total population. In this study, questionnaires were the main instrument used to gather information and was complemented by desk research. The data were analysed using Statistical Package for Social Sciences (SPSS) data analysis programme to obtain statistical relationship among various variables. Data involved analysis of usage of different marketing communication tools by customers according to age, gender and education. The findings of this study reveal that the more frequently used marketing communication tools were Advertising, Public Relations, Event Marketing, Sales Promotion, Sponsorship, Personal selling and Internet marketing. Furthermore, the study found out that the most effective marketing communication tools used are advertising, direct marketing, personal selling and public relations. Although banks do not have marketing programmes on Word-of-Mouth, the research found out that this tool was also very effective. The study recommends that for Banks to be more effective, they need to be selective in using different marketing communications tools. Banks need to consider different underlying factors like age, gender and education level before adopting any marketing communication tool.
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Bank marketing, Banks and banking, Tanzania
Remy, K. S (2012) Evaluation of the effectiveness of marketing communication tools: the case of selected banks in Tanzania, Master dissertation, University of Dar es Salaam. (Available at