AMBER – ABBS Management Business and Entrepreneurship Review

Open Access Open Access  Restricted Access Subscription Access

Impact of Advertising in Attracting Clients for Digital Money lending in Africa


Affiliations
1 Professor, Department of Commerce, Tumkur University, Karnataka, India
2 Professor, Department of Management, College of Business and Economics, Bule Hora University, Bule Hora, Ethiopia
3 Lecturer, Department of Management, College of Business and Economics, Bule Hora University, Bule Hora, Ethiopia
4 Assistant Professor, Department of Management, College of Business and Economics, Bule Hora University, Bule Hora, Ethiopia
 

Currently, relating to contesting environment in Africa that administer the banks regarding digital services, by means of billboard to bring in services has a considerable function in rousing and inspiring clients in using offerings and services and consequently attracting them to use their digital services. In other words, if the banks wish to evaluate the efficiency of their advertisement on the clients, they can perform better in future which is a distinctive competence for the banks. The present study was conducted on the clients of the Commercial Bank of Ethiopia Daye branch in Hawassa District which is found on Sidama region Daye town, aiming to answer whether advertisement has caused any improve in the clients’ attraction to use the CBE Daye branches digital services. The current investigate is an applied study which has gathered the structured questionnaires related to the reactions of the clients of Commercial Bank of Ethiopia Daye branch, Hawassa District. The sample size for this study is Eighty-five determining by the rule of thumb technique and the sampling was purposive sampling. The Correlation and regression methods were employed to relationship and impact between explained and explored variables. Furthermore, the types of advertising were investigated. At the same time as the study hypotheses were investigated, all assumptions of alternative hypothesis were accepted with significant level, less than 0.05. Finally, this learning concludes with suggestions including the way advertising transmitted the instance and the position of advertising.

Keywords

Advertising, Digital money lending, Electronic Service.
User
Notifications
Font Size

  • • Ademola B. Owolabi, Ph.D., (2009).” Effect of Consumers Mood on Advertising Effectiveness”, Department of Psychology, University of Ado- Ekiti, Nigeria, Europe’s Journal of Psychology 4/ 2009, pp. 118-127.

  • • Berhanu, B, &Shimeles N, (2015). Impact of Advertisement on Brand preference of Beer Offerings with Reference to Hawassa City. International Journal Research (IJR), 4, 718- 40.

  • • Commercial Bank Of Ethiopia | Company Profile. (n.d.). Commercial Bank Of Ethiopia Company Profile. Retrieved March 26, 2020, from http:// www.combanketh.et

  • • Delvin (1995). Statistics without math’s for psychology: using SPSS for Windows (3rd ed.). Harlow: Prentice Hall

  • • Education Worku, G. (2010).Electronic-Money lending in Ethiopia- Practices, Opportunities and Challenges.Journal of Internet Money lending and Commerce, 15(2).

  • • Electronic money lending.(2014). In Encyclopedia Britannica Online. Retrieved February 19, 2014, http://www.britannica.com/EBchecked/topic/ 183742/electronic-money lending

  • • Gatembe (2002). Client loyalty in e-commerce, Journal of the Association for Information Systems, Vol. 3 No. 2, pp. 27-51.

  • • Gilanina (1999). Electronic money lending: the digital voyage of money lending and money in Cyberspace, Information & Communication Technology Law, Vol. 8 No. 3, pp. 205-43.

  • • Gronroos, C. (1984). A service quality model and its marketing implications. European Jounal of Marketing, 18, 36-44.

  • • Joseph, M. & Stone, G. (2003). An empirical evaluation of US bank client perceptions of the impact of technology on service delivery in the money lending sector. International Journal of Retail and Distribution Management, 31(4), 190- 202.

  • • Khan, M. A. (2010). An Empirical Study of Automated Teller Machine Service Quality and Client Satisfaction in Pakistani Banks , European Journal of Social Sciences, Vol. 13, No. 3, pp. 333-344.

  • • Kolter, P. (2000). Marketing Management, International Edition, Prentice-Hall, Englewood Cliffs, NJ.

  • • Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, N.J.: Pearson/Prentice Hall.

  • • Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30, 607-610.

  • • Mauri, A. (2008). The re-establishment of the Ethiopia’s monetary and money lending systems, Dept. of Economics and Business, University of Milan, W.P. n. 11-2008.

  • • National Bank of Ethiopia Directives No.FIS/01/ 2012).

  • • Wan, W.W.N., Luk, C. L., & Chow, C. W.C. (2005). Clients’ adoption of money lending channels in Hong Kong. International Journal of Bank Marketing, 23(3), 255-272.

  • • Wilson A., Zeithaml V.A., Bitner M.J., Gremler D.D. (2008). Services Marketing, McGraw-Hill

  • • Zanot, (1985), “Unseen But Effective Advertising Regulation: The Clearance Process,” Journal of Advertising, 14 (4), 44-51, 59, 68.


Abstract Views: 200

PDF Views: 108




  • Impact of Advertising in Attracting Clients for Digital Money lending in Africa

Abstract Views: 200  |  PDF Views: 108

Authors

P. Paramashivaiah
Professor, Department of Commerce, Tumkur University, Karnataka, India
Aravind Soudikar
Professor, Department of Management, College of Business and Economics, Bule Hora University, Bule Hora, Ethiopia
Abasara Dabaso
Lecturer, Department of Management, College of Business and Economics, Bule Hora University, Bule Hora, Ethiopia
Shashi Kant
Assistant Professor, Department of Management, College of Business and Economics, Bule Hora University, Bule Hora, Ethiopia

Abstract


Currently, relating to contesting environment in Africa that administer the banks regarding digital services, by means of billboard to bring in services has a considerable function in rousing and inspiring clients in using offerings and services and consequently attracting them to use their digital services. In other words, if the banks wish to evaluate the efficiency of their advertisement on the clients, they can perform better in future which is a distinctive competence for the banks. The present study was conducted on the clients of the Commercial Bank of Ethiopia Daye branch in Hawassa District which is found on Sidama region Daye town, aiming to answer whether advertisement has caused any improve in the clients’ attraction to use the CBE Daye branches digital services. The current investigate is an applied study which has gathered the structured questionnaires related to the reactions of the clients of Commercial Bank of Ethiopia Daye branch, Hawassa District. The sample size for this study is Eighty-five determining by the rule of thumb technique and the sampling was purposive sampling. The Correlation and regression methods were employed to relationship and impact between explained and explored variables. Furthermore, the types of advertising were investigated. At the same time as the study hypotheses were investigated, all assumptions of alternative hypothesis were accepted with significant level, less than 0.05. Finally, this learning concludes with suggestions including the way advertising transmitted the instance and the position of advertising.

Keywords


Advertising, Digital money lending, Electronic Service.

References