Marketing strategy for banks deposit mobilisation: The role of customer handling, employee handling, and digital service

The purpose of this study was to ascertain how banks’ marketing strategies affected deposit mobilisation directly and indirectly. Additionally, the study sought to determine how employee handling and service digitalisation relate to banks’ marketing strategies and deposit mobilisation. A quantitative technique using an explanatory and descriptive study design has been used to accomplish this goal. A self-administered questionnaire was used to gather data from 210 employees, and hierarchical regression analysis, ordinary least squares, and descriptive statistics were used for analysis. The findings indicate that customer handling procedures are ranked below average, whereas deposit mobilisation and customer handling are rated above average. The study also indicates that deposit mobilisation is influenced both directly and indirectly by a bank’s marketing strategy. Besides, digitalisation of service significantly and negatively moderates the influence of banks marketing strategy on deposit mobilisation, while employee handling does not moderate the relationship. Therefore, the bank management should enhance the digitalisation of services and update the existing marketing strategies to improve bank deposit mobilisation further.