Abstract
Unique Contribution to Theory, Practice and Policy: The study recommends that Duterimbere Microfinance Institution should continue to refine its marketing strategies and enhance its technological capabilities to stay ahead of competitors. Duterimbere Microfinance institution should continue refining its marketing strategies and investing in technological advancement that enhances operational efficiency, customer satisfaction, and data-driven decision-making to stay ahead of competitors. Technical capabilities like digital platforms, mobile banking, and online marketing tools should also be leveraged to support the efforts in marketing.
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