EFFECTS OF MARKETING IN THE BUSINESS PERFORMANCE IN BANKING INDUSTRY-A CASE STUDY OF MOMBASA COUNTY

Marketing professions in banking industry have continued to undertake a number of reform measures to control their market share and their competitive advantage as well. Every organization either government financial institution, private or NGO would wish to improve the way they operate especially in the marketing which is very significant for any organization’s survival. The purpose of this study was to assess the effects of marketing in the Business Performance in banking industry. Equity Bank branch in Mombasa County was studied as a case with an aim of finding out the views of the various key stake holders in marketing profession in financial institutions on issues regarding marketing strategies, market share and competitive advantage. It was hoped that the findings of the research could be generalized and applied to other financial institution especially in marketing department in government service, non-governmental organizations or even private sector. Methodology used was primary data analysis gathered through interviews and secondary data analysis which involves the utilization of existing data collected from the existing documents, the study reviewed literature on assessing the effects of marketing in banking industry and some other issues concerning similar research topic. Observation gathered during the research was also incorporated in the findings of the research. The study use both quantitative and qualitative data, tables and graphs to illustrate findings. The target population under study was 50 Equity Bank customers who are based in Mombasa County from the 5 different backgrounds. Conclusion therefore sought to identify achievements, lessons learned and challenges of implementing various key ways of improving marketing strategies to gain more market share and maintain customer loyalty. Acknowledgement The Authors acknowledge the immense help received from the scholars whose articles are cited and included in references of this manuscript. The authors are also grateful to authors / editors / publishers of all those articles, journals and books from where the literature for this article has been reviewed and discussed. The author wish to state that there is no conflict of interest in relation to this paper but it is purely academic and expansion of knowledge to benefit current and future generation working in banking or marketing professions. The research is sponsored by the author.