Department of Marketing Management
Permanent URI for this collectionhttps://repository.mu.edu.et/handle/123456789/116
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Item FACTORS AFFECTING DEPOSIT MOBILIZATION IN PRIVATE COMMERCIAL BANKS: THE CASE OF AWASH INTERNATIONAL BANK S.C.(MEKELLE BRANCH)(Mekelle University, 2025-10-23) TESFALEM GEBRESLASSIEThe main business for banks is accepting deposits and granting loans. The more loans the banks disburse, the more profit they make. Also, banks do not have a lot of their own money to give as loans. They depend on customer deposits to generate funds for granting loans to other customers. This process is known as deposit mobilization. This paper aimed to examine and assess the deposit mobilization of private commercial banks. Those having two years or more experience, senior Mekelle area branches employees were selected for data collection. The research has used a questionnaire and structured interview discussions for employees of Awash International Bank Share Company. The result shows that the Aggressive branch expansion of Commercial Bank of Ethiopia, the current 70 Kare house construction program, people's attitude towards using private banks, and poor parking areas strongly influence the deposit mobilization process of Awash International Bank S.C. Opening of additional branches, aggressive promotion, and upgrading service delivery can boost the deposit balance of a bank positively. The study suggests the management of the bank should arrange and apply an incentive program, such as coupon prizes to attract more depositors, open additional branches near to the customers, promote excellent services and other mores are discussed in the research.