The analysis of marketing strategies of Commercial banks in Tanzania: A case study of CRDB bank limited

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University of Dar es Salaam
This study intended to analyse the marketing strategies of Commercial Banks in Tanzania, by taking CRDB Bank Limited as a case study. The main focus of the study has been to analyse the ability of the bank to concentrate and to rapport with their customers and non-customers to influence customer satisfaction. The customers from National Microfinance Bank (NMB) and National Bank of Commerce (NBC) were used as the bases for comparison to measure the extent to which customers are satisfied with the marketing strategies basing on the marketing mix variables i.e products, price, promotions and channels of distributions. The study has revealed that, both customers and non-customers were satisfied by the products and services offered by CRDB as well as the use of advertisements in communication. But a good number of non-customers were not satisfied with the prices charge and the location and number of branches available as compared to (NMB) Finally, the results have revealed some reasons as to why non-customers have not been able to join the bank despite the fact that they were satisfied with the quality of their products and services. Therefore it was recommended that, the existing marketing strategies should be redesigned to cater for different categories of people and also researchers should be conducted on the uncovered markets by commercial banks.
Available in print form, East Africana Collection, Dr.Wilbert Chagula Library, (THS EAF HG1616.M3N52)
Bank marketing, Marketing strategies, Commercial banks, Tanzania
Nkane, S (2004) The analysis of marketing strategies of Commercial banks in Tanzania: A case study of CRDB bank limited, Masters dissertation, University of Dar es Salaam, Dar es Salaam.