Measuring The Effects of Personalized Integrated Marketing Communication Tools on the Consumers’’ Intention to Purchase Credit Cards in the Private Banking Sector in Egypt

Omneya Moharam, Ayman Shawky


Purpose-The aim of this paper is to measure the effect of specific Integrated Marketing Communication (IMC) tools (direct marketing, personal selling) on consumers’ intention to purchase a selected retail-banking product (credit cards) in the Egyptian private banking sector. Design/methodology/approach- This research is conducted in a quantitative form with a descriptive purpose and a correlation investigation. The primary data collection is through self-administrated questionnaires. Sample size and unit for this study is 445 participants from different demographic and socioeconomic backgrounds. Findings- The empirical findings indicated that all the factors in this study are important for creating an intention to purchase credit cards. The results showed that all the hypotheses in this study were positive and significant. The variables varied in its contribution and significance to the prediction of creating an intention to purchase. Practical implications-This research provides Marcom managers at private banks a clear picture for the implementation of personalized marketing communication channels. Originality/value-This research adds value to marketing academicians by providing an empirical combination that was not fully tackled in the previous marketing literature, which will add insights to the academic field of marketing.


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