📄 Abstract
Mobile marketing has become an important digital strategy for enhancing customer engagement, financial service accessibility, and organizational performance in the financial sector. This study examined the effect of mobile marketing on the organizational performance of commercial banks and deposit-taking SACCOs in Meru County, Kenya. A descriptive cross-sectional survey design was adopted, targeting 187 employees drawn from licensed commercial banks and deposit-taking SACCOs using a census sampling technique. Primary data were collected using structured questionnaires and analyzed using descriptive statistics and simple linear regression in SPSS version 28. The findings revealed widespread adoption of mobile marketing practices, with particularly strong agreement on the user-friendliness of mobile banking applications, regular mobile promotions, and the contribution of mobile marketing to increased customer access to financial services. Regression analysis established a significant positive relationship between mobile marketing and organizational performance (R = 0.452, R² = 0.204, β = 0.567, p < 0.001). The study concludes that enhanced adoption of mobile banking applications, SMS alerts, mobile promotional campaigns, and mobile-optimized services significantly improves organizational performance through better customer engagement, service delivery, and accessibility. The study recommends increased investment in reliable, secure, and user-friendly mobile marketing platforms to strengthen organizational competitiveness and service effectiveness in financial institutions.
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📚 How to Cite:
Jane Mulekyo, Nancy Rintari , Felix Chesigor , EFFECT OF MOBILE MARKETING ON ORGANIZATIONAL PERFORMANCE OF FINANCIAL INSTITUTIONS IN MERU COUNTY, KENYA , Volume 13 , Issue 7, July 2026, EPRA International Journal of Economics, Business and Management Studies (EBMS) , Pages: 193 - 197 ,