Abstract:
The study explored the mediating effect of brand image on the relationship between promotional mix and customer satisfaction in Opportunity Bank Soroti Branch. The study was guided by the following specific objectives; to establish the relationship between promotional mix and customer satisfaction in Opportunity Bank, Soroti Branch; to determine the relationship between brand image and customer satisfaction in Opportunity Bank, Soroti Branch; to analyse the effect of promotional mix on brand image in Opportunity Bank, Soroti Branch; and to examine the mediating effect of brand image in the relationship between promotional mix and customer satisfaction in Opportunity Bank Soroti Branch. The study considered a descriptive research design. The study population of 39,825 comprised clients of Opportunity Bank in Soroti Branch.
The sample used was 379 respondents obtained by use of the Krejcie & Morgan’s table out of whom 254 returned completed and usable questionnaires. Descriptive statistics of frequencies and percentages was used to obtain specific findings, while Pearson Product Moment Correlation and regression analyses were used to obtain major findings. Regression results revealed that a) there is a significant effect of promotional mix on customer satisfaction in Opportunity Bank Soroti Branch [β = .423, t = 1.853, p=0.000]; b) there is a significant effect of promotional mix on the brand image of Opportunity Bank Soroti Branch [β = .529, t = 2.231, p=0.000]; c) brand image partially mediates the relationship between promotional mix and customer satisfaction in Opportunity Bank Soroti Branch. The study concludes that brand image plays a critical intermediary role. The promotional mix—comprising sales promotions, direct selling, and public relations directly influences customer perceptions, but its full impact on customer satisfaction is significantly enhanced through the bank’s brand image. A well-crafted promotional mix creates awareness, engagement, and positive associations with the bank, which strengthens its brand image. The study recommends that the bank should increase its focus on targeted digital marketing efforts through social media platforms, mobile banking apps, and email campaigns. By personalizing advertisements based on customer demographics and preferences, the bank can improve engagement, enhance customer awareness, and better meet the specific needs of its diverse clientele, leading to increased satisfaction.
