Exploring the effectiveness of digital marketing communication strategies of financial institutions in Tanzania: the case of selected commercial banks in Tanzania.
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Date
2018
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Publisher
University of Dar es Salaam
Abstract
This study investigated the nature and effectiveness of digital marketing communication strategies of commercial banks in Tanzania. Three major banks were selected as the cases for the study. The specific objectives were to determine different digital marketing communication strategies practiced by commercial banks in Tanzania, to establish how the commercial banks’ digital marketing communicationstrategies contribute to brand awareness, to determine how digital marketing communication strategies contribute to formation of brand image of the banks and to establish how the commercial banks’ digital marketing communication strategies influence customers’ brand royalty. The study used descriptive and cross-sectional research design in which a survey was conducted on 96 customers of these banks and 28 bank officials were interviewed. Thereafter analysis was performed using SPSS software package. The main findings were that digital marketing communication tools used most often by these banks were SMS and Website. The DMC strategies have significant influence on performance of the banks. Based on customers’ response, the study found outthat DMC strategies have significant influence on formation of brand image of the banks. The main recommendations are that commercial banks should embrace fully DMC strategies and have more skilled and competent personnel to manage these DMC strategies.
Description
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HG1855.T34M98)
Keywords
Financial institutions, Marketing, Banks and banking, Communication in marketing, Customer services, Management, Commercial banks, Tanzania
Citation
Jingu, Z. M. (2018). Exploring the effectiveness of digital marketing communication strategies of financial institutions in Tanzania: the case of selected commercial banks in Tanzania. Master dissertation, University of Dar es Salaam.