Practices of Relationship Marketing and Promotional Strategy in Ethiopian Banking Industry- Qualitative Approach

Abstract

The results of a qualitative investigation on relationship marketing and promotional strategy currently in use in Ethiopia's banking sector are presented in this article. In-depth interviews with the banking industry's marketing and promotion departments were conducted for the study. The study concentrated on the relationship marketing and advertising tactics employed by Ethiopian banks. The study's conclusions showed that relationship marketing and promotional strategy are not given enough weight. The survey also discovered that the banking sector is actively involved in creating promotional campaigns; instead, they adhere to and preserve their regular performance and banking. In response, it is advised that the banking sector in Ethiopia develop a plan that will allow them to build enduring bonds with clients. Furthermore. The banking sector ought to keep up its relationships with devoted clients. Ultimately, it is preferable if the bank places a strong focus on modernising the way it promotes its product.