Value Proposition in Marketing of Banking Services and Its Effects on Local Bank Performance in Kenya: A Case Study of the Cooperative Bank University Nairobi, Kenya.
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Date
2009-09
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kampala International University, bachelor's degree in marketing management
Abstract
The research was about value proposition in marketing of banking services and its effects
on local bank performance in Kenya; a case study of the cooperative bank university
Nairobi Kenya. Over 60 respondents got involved in the study and that is to say; 6
managers, 10 supervisors, 20 employees, 24 customers, were involved in the study. The
study was guided by the objectives of the study which included; the effects of product
differentiation on bank performance, the effects of bank services on bank performance
and the effects of customer survey on bank performance.
Chapter one of this study research consisted the definition of value proposition, how
relevant it is to cooperative bank in Kenya and the characteristics of value proposition
which are customer survey, banking services, and product differentiation.
Chapter two was about review ofliterature related to the effects of value proposition on
bank performance; it considered the effects of customer survey, banking services, and
product differentiation, and how they affect the bank performance of cooperative bank in
Kenya.
Chapter three the research looked at the methods in which the study was carried out, it
included the methodology of the study, research design, geographical location/area and
population, sampling design, data collection methods and instruments, data analysis and
limitation of the study.
Chapter four the data was collected using both qualitative and quantitative methods.
Chapter five was concerned with the summary of the study, conclusions and
recommendations.
Conclusions and recommendations were made basing on the analysis of the findings.
Description
A Research Report Submitted To The Faculty Of Business Administration And Management In Partial Fulfillment Of The Requirement For The Degree Of Marketing Management, Kampala International University
Keywords
Banking Services, Local Bank Performance, Cooperative Bank University Nairobi, Kenya.