Integrated marketing communication and performance of Kenya Post and Savings Bank
Cheruiyot, Rose Jemutai
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This study examines the Integrated Marketing Communication and Performance of Post Office Savings Bank Nairobi. Integrated marketing Communication is an integral factor in the success of any firm and therefore a great deal of professionalism is required of the provider due to ever-increasing competition. It‟s no longer enough to use Traditional advertising but it requires integrated marketing communication where all tools of communication mix was integrated to bring results of performance, a lot has been done to build a strong focused by creating awareness, improving sales, branch expansion, customer loyalty and recruiting of new customers through the use of integrated marketing communication. The main objective of the study is to find out whether Advertising, Sales Promotion Personal selling; Direct Marketing and Public relation is used to improve performance in the bank. Data from 80 employees was analyzed to determine Integrated Marketing Communication and performance. The research design was descriptive in nature. Stratified proportionate random sampling technique was used to select the sample. From each stratum the study used simple random technique to select 80 respondents. Data collection instrument was using questionnaires with both closed and open ended questions. The data was analyzed using descriptive and inferential statistics and presented using tables, graphs, pie charts. SPSS v. 20 was used to process the data. Findings show that advertising, direct marketing, personal selling, sales promotion and public relations enhance the company‟s performance by enhancing customer attraction, customer loyalty, sales volumes, branch expansion and reminding customers of the bank‟s products. The study recommends that management take seriously strategies that can improve the execution of these IMC tools as they are crucial to performance of the company.