The Impact Of Marketing Strategy On A Firms Performance Opinion Survey On Employees Of Dashen Bank S.c.

The purpose of this study is to: (a) examine the impact of marketing strategies (Service Marketing Mix) on the financial performance of Dashen Bank and b) identify the most influential elements of the Marketing Mix on Financial performance. Both quantitative and qualitative methods were adopted in this study. Quantitative data are collected using a structured questionnaire which has been developed and distributed to a sample of 234 managerial employees in Dashen Bank. With a response rate of 90.2%, 211 questionnaires have been returned and were valid for data analysis. The quantitative data have been analyzed using descriptive and inferential analysis (i.e. correlation analysis and multiple regression analysis). While qualitative data is collected through conducting a semi-structured interview with members of Top Management and Managers involved in marketing activities of the Bank. Moreover, secondary data analysis was done to assess the financial position of Dashen Bank among peer banks.rnThe correlation analysis revealed that price (r=0.546, p

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