BANK MARKETING STRATEGIC SYSTEM.

Research problem:
The standard and the procedure of interactions with customers and trading partners is one of the key business drivers
(Anitesh Barua, Prabhudev Konana, Andrew Whinston and Fang Yin 2000) and determines the success of most
businesses in today’s competitive world. Although many banks in Uganda have made significant progress in
developing customers’ services; there remains a significant problem in the communicating with their customers. The
business-to-customer relationship is most challenging but is the key to winning consumers trust and will to transact
with you and thus high profitability (Eamonn Oshea, Nua limited 1999). Most banks have irregular and inconsistent
interaction with their clients through phones calls, Television adverts and announcements, posted letters and other
small messages sent on their behalf by service providers due to lack of an integrated media of communication in
their operations. The capacity of a given company to link its various activities in a coherent and efficient fashion is
as essential to its competitiveness which is established by a relation with one another to work and produce value
together (Albert Bressand).
It would therefore be important to develop a Bank marketing strategic system to reduce the communication gap
between customers and the banking sector in Uganda.
Research objectives:
• To provide a regular media of communication between banks and customers in Uganda using bank
marketing strategic system.
• Improve communication between banks and their clients.
Research questions:
• Can the use of an integrated bank communication system improve communication between banks and
clients?
• Can the development of bank marketing strategic system provide a regular media of communication
between banks and clients?
Significance:
• Loss of profits by banks due inability to mobilize and recover loans effectively. Web-enabled service
enable monitoring of a borrower’s payments, tracking a borrower’s payment history and such a system is
integrated with a banking system, it would notify the customer thus easy recovery (Monte Stanford online
lending and Web enabled servicing).
• Inability to build strong customer trust and thus low business dealing with them as customer-to-business
relation is limited. Insufficient knowledge and understanding surrounding a firm’s circumstances increases
the lender’s perceived risk of the loan, and lenders may decide to restrict credit through extending less
credit than is requested (Patrick A. Saparito and Shanthi Gopalakrishnan 2009)
• Inability to determine customer’s needs as there is limited interaction (cannot easily send and receive
communication from clients) between Bank and Customers without such a system.
• Limited marketing ability by banks as they rely on none online marketing approach.

Type of research: Basic Research as the main motive of this research is to expand knowledge.

Prior research:
Methodology:
Observing the existing communication and marketing systems in Uganda.
Interview both bank staff and customers to find out what type of system they would like.
User questionnaires to determine requirement of the proposed system.
The bank marketing strategic system which is web based and interactive system will be developed. The database
will be design to house the system, customer’s particulars, contacts and all relevant details for communications. A
program is developed to interface the bank strategic system with other existing operational software’s.

References
-Anitesh Barua, Prabhudev Konana, Andrew Whinston and Fang Yin: Journal 1520-9202 -making E-business pays,
December 2000.
-Eamonn Oshea, Nua limited; re-vectoring society and business: communication magazine September 1999.
-Albert Bressand, Communications Magazine 0163-6804/96 Pages 70-76.
-Monte Stanford; Journal on online lending and Web enabled servicing April 2002 IT Pro 49.
Patrick A. Saparito and Shanthi Gopalakrishnan; The Influence of Communication Richness-Relational Trust on
Banks IEEE transaction engineering management, vol.56,no.3, 2009)