Abstract
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.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
