Using the Marketing Approach to Evaluate Banking Performance: The Case of Egypt
18 Pages Posted: 6 Dec 2009 Last revised: 17 Dec 2009
Date Written: December 5, 2009
This paper analyzes the Egyptian banking performance, and measures the effects of the elements of marketing mix on performance indicators. Banking performance is measured, using Return On Assets (ROA) and Return On Equity (ROE) as measures of profitability performance, and Market Share of Assets (MSA), Market Share of Deposits (MSD) and Market Share of Loans (MSL) as measures of marketing performance. We use a sample of 14 banks (out of 33 banks in Egypt) at the end of June 2008. Tests indicate that we can accept hypotheses regarding the effects of "number of services," "number of ATMs," "credit interest rate" and “number of tellers.” At the same time, the tests reject the hypotheses regarding the effects of "number of branches," "debit interest rate" and "budget of promotion."
Keywords: Egyptian banks, marketing approach, banking performance
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