| dc.description.abstract | The banking environment m Kenya has been changing; there has been tremendous
growth in the banking sector in the last twenty years. These changes have made banking a
very competitive business. This study sought to establish, from the management
perspective, the challenges faced in marketing banking services and to determine
approaches banks use to overcome these challenges.
Data was collected through a questionnaire either personally administered or left to the
respondents to fill in. Both closed and open-ended questions were used. Data was
collected from 39 banks out of 43 banks (90.7%) registered with Central Bank of Kenya.
Data was tabulated using basic statistical analysis such as frequency distribution, mean,
and percentages. A content analysis was also carried out.
• The main challenges identified when marketing banking services were; understanding
customer expectations, courtesy of front office employees and having a product range
to meet customer needs.
• Some of the approaches banks have used to overcome challenges in marketing
banking services are undertaking research, staff training and public relation activities.
The research achieved the two objectives and based on the findings the following
conclusions were drawn:
• Banks had a clear strategy in handling peak period but they lacked a strategy for
handling extra staff during slack period. The banks respond positively to peak hours
with a policy of increasing the customer bank accessibi+ity platform either adding or
rotating staff, and opening for longer periods.
However the banks lack a single- minded approach to the slack period, from the
research it was clear that there was no single strategy from the banks on the way to
handle extra staff not required during this period.
• The banks lack an understanding in the gap between their understanding of the
customers and coming up with specific follow-up on customer satisfaction.
• The marketing concept is still in its infancy in the banking sector and their definition
of the concept is basically advertising, sales, and customer service. | en |
