The Impact of Marketing Tools on Sales Performance in the Banking Sector in Jordan أثر أدوات التسويق على أداء المبيعات في قطاع البنوك في الاردن

الجنيدي, رانه مزيد (2020) The Impact of Marketing Tools on Sales Performance in the Banking Sector in Jordan أثر أدوات التسويق على أداء المبيعات في قطاع البنوك في الاردن. Masters thesis, جامعة الشرق الاوسط.

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Abstract

Marketing tools are a major pillar in communication, that is reflected in sales and many other factors. In this study we are tackling the relation and impact of marketing tools (online and traditional) on the sales performance in the banking sector in Jordan. Banks are an important industry for marketing spend in Jordan, we see their advertisement everywhere, and they call for people to create accounts at the bank, along to offer loan services, prizes and may other things. This is we though that it is worth the study and analysis, to find the correlation between the Impact of Marketing tools on Sales Performance in the Banking Sector in Jordan. This study was based on the analysis of (6) banks in Jordan, based on collecting data in descriptive studies and to examining the relationships between variables, to analyzing the relation between the use of marketing tools and its impact on sales performance in the banking sector in Jordan. The Sample of the study consisted of bank employees whose number is (6,863), as the number of distributed questionnaires (370) returned from them (325) a questionnaire, and (13) a questionnaire was excluded, so the number of questionnaires valid for analysis becomes (312). The reason of this study I due to the large spread of communication campaigns on an online and traditional level in Jordan for banks, as a marketer I see the footprint of the ads all around Jordan, mostly for banks offering different services from loans to competitive interest rate, and cards new offerings etc… Therefore, such a sector is worth studying in Jordan. In reference to literature review there are many studies like Ataman, et al., (2010) indicate that there is some negligence regarding the investment in marketing tools in the service ix sector and the long-term effect of marketing strategy on financial products. Thus, since it was realized that banks in Jordan are encountering some problems, those are including making the decision of whether to go with marketing tools investment or not, this research tries to answer the impact of marketing tools in the sales performance of Jordanian banks. As per some interviews done with the marketing managers in the sector, it seems that they have noted a correlation between the use of marketing tools and the sales performance, which enhances our need to implement our study further. A general result, Multiple Regression Analysis of the impact of marketing tools (traditional marketing tools, and online marketing tools) in sales performance shows that there is a significant impact of Traditional Marketing Tools on Sales performance, where (Beta=0.164, t=2.93, sig.=0.00, p<0.05) Therefore, the null hypothesis is ejected and the alternative hypothesis is accepted which states that Traditional Marketing Tools impacts Sales Performance of Bank at (α≤0.05). There is no statistically significant effect of online marketing tools in sales performance (Sales results, Profitability Indices, Sales efforts). Multiple Regression Analysis of the impact of marketing tools (traditional marketing tools, and online marketing tools) shows that there is a significant impact of Online Marketing Tools on Sales performance, where (Beta=0.172, t=3.08, sig.=0.00, p<0.05) Therefore, the null hypothesis is ejected and the alternative hypothesis is accepted which states that Online Marketing Tools impacts Sales Performance of Bank at (α≤0.05). In recommendation, banks should use all marketing tools, showing higher investment and interest in inline marketing tools, as they are easier for reach and spread, more cost efficient, and more available. However, banks should not neglect traditional marketing tools as it is it covers a certain target audience that matters to the sector, yet with an efficient smart investment within. Key words; Marketing tools, Online Marketing, Offline Marketing., and Sales Performance.

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