Improving Branchless Banking in Berlin Germany: The Effects of Promotional Strategies

Abstract

Purpose of current study was to evaluate the function and importance of promotional strategies in branchless banking (BB) to capture a sizable portion of untargeted and unaddressed branchless banking volume in Germany. In both emerging and developed countries, commercial banks promote, influence, and integrate economic activities. This study aimed to determine importance of branchless banking in Berlin, Germany, to alleviate pressure on traditional banking practices. BB is used as a dependent variable, whereas promotional strategies such as below the line (BTL) and above the line (ATL) marketing are independent variables. Berlin, Germany, comprises population stratum in this cross-sectional survey. Additionally, snowball sampling technique which is non-probability sampling method was used in this research study. Both independent and dependent variables were analyzed using inferential statistics. Cronbach alpha (CA), average variance extracted AVE, composite reliability (CR), standard deviation (S.D) and exploratory factor analysis (EFA) were used. It was found that BTL marketing campaign and ATL marketing campaign positively related with branchless banking. The findings of the study are generalized to promote branchless banking through below-the-line and above-the-line marketing campaigns.