CONTRIBUTION OF MARKETING TO THE PERFORMANCE OF COMMERCIAL BANKS IN RWANDA CASE STUDY: BANK OF KIGALI PLC PERIOD: 2020-2023

Abstract

The main objective of this study is to find the contribution of marketing to the performance of financial institution in Rwanda. The specific objectives of the study is to analyze the effectiveness of marketing in bank of Kigali Plc and to assess the contribution of marketing to the performance of bank of Kigali Plc. The techniques of data collection are questionnaire, interview and documentation, the data analysis methods are analythical, historical and statistical methods. The data sample size of the study was 54 selected from 163 employees of Bank of Kigali Plc. The results of the findings are Product marketing at Bank of Kigali Plc has significantly increased customer engagement (Mean: 4.24, Std. Dev: 0.785): This high mean score suggests that customers feel more engaged with the bank due to its marketing efforts, which may include personalized communication, targeted promotions, and interactive campaigns.Bank of Kigali Plc’s marketing efforts help differentiate its products from competitors (Mean: 3.83, Std. Dev: 0.857): A mean score above three indicates a positive perception among customers regarding the distinctiveness of the bank’s offerings compared to other financial institutions, which is crucial in a competitive market. During the research period from 2020-2023, current ratio is the following: 134%, 132%, 126% and 127% respectively. Current ratio of BK meets the requirement compared to standard of central bank which ensures that firm is able to cover its short term obligations. The Total deposits also exhibit a significant increase from around 790.81 million in 2020 to approximately 1.37 billion in 2023. This substantial rise suggests that the company has been successful in attracting more deposits, which could be indicative of enhanced customer trust or improved financial products, possibly influenced by advancements in marketing. The ratio is a measure of liquidity (cash) relative to total assets. It initially started at 0.016 in 2020, indicating that 1.6% of total assets were held as cash. The ratio then decreased to 0.012 in 2022 before rising back to 0.014 in 2023. The researcher recommended BK PLC which is a commercial bank, thus the same study should be carried out in another bank or another business sector in Rwanda to find out if the same results was obtained, or undertaking a comparative analysis with the public sector.