Application of Mobile Marketing in Commercial Banks in Mombasa County, Kenya
Abstract
One of the major challenges in the banking industry is the dynamic competitive
environment in which banks operate. This has compelled commercial banks to adopt
marketing methods that are consistent with the evolving customer behavior. Although
commercial banks use various mobile enabled applications such as mobile banking the
extent of application of mobile marketing is not known. The objective of this research
was to determine the application of mobile marketing in commercial banks in Mombasa
County, Kenya. The study was modeled on a descriptive cross - sectional design. The
population of the study consisted of thirty four commercial banks in Mombasa County.
No sampling was done, as a census of all the commercial banks operating in Mombasa
County, Kenya was considered. Primary data was collected using semi-structured
questionnaires. The questionnaires were personally administered by the researcher to the
commercial banks’ marketing managers or equivalent. Based on the findings, it can be
concluded that majority of the commercial banks do apply mobile marketing in all their
marketing activities. It also concluded that customer attitudes towards mobile marketing
and the characteristics inherent in the mobile phone are important factors that affect the
application of mobile marketing. The study recommends that the banks should invest in
techniques of optimizing the use of the mobile marketing so as to reap maximum benefits
from the huge potential of mobile marketing.
Citation
Master Of Business Administration, University Of Nairobi , 2013Publisher
University of Nairobi,