THE ROLE OF MARKETING ON COMMERCIAL BANKS PERFORMANCES

The General-Purpose: Marketing in banking should enable target market identification, determining the needs and desires that govern service creation and pricing, developing an effective marketing communication plan, and bringing the service closer to customers through an appropriate distribution network. These problems include the bank losing credibility due to customers ceasing to use their accounts and a growing number of customers switching to other commercial banks, which could result in the bank performing poorly financially. The bank’s subpar performance presented a risk to the development of the banking sector to examine the role of product strategy on commercial bank performance in Mogadishu to investigate the role of price strategy on commercial bank performance in Mogadishu to establish the role of promotion strategy on commercial bank performance in Mogadishu. Methods: The study’s target population one hundred 100 respondents from a few private banks in Mogadishu make up the study’s population. One hundred 100 personnel, comprising top management,
middle management, supervisors, and non-managerial staff, were the study’s accessible population the sampling the survey included 80 respondents from various branches of commercial banks in Mogadishu the primary data collection method for this study was a questionnaire, the researcher received a letter of authorization from the Kesmonds International University, KIU America School of business Management Science (SBMS)Following the study’s data collection, there are multiple steps in the data analysis process, including data cleaning and explanation Data entry, followed by data
preparation, analysis, and interpretation (steps three through four) . Finding and Conclusions: The correlation analysis between the two variables and the independent three particular objectives—price strategy, promotion strategy, and product strategy is displayed in Table 4.9 below. The findings indicated a favor able correlation (r=.807and p<0.00) between marketing and bank performance. The study also discovered that there was a positive correlation between marketing and bank performance at (r=.909 and p<0.00), and finally, it found that there was a positive correlation at (r=.935 and p<0.00). the dependent variable (bank performance) and the independent variable (marketing).

Keywords: Performance, Commercial banks, Marketing