DETERMINANTS OF DEPOSIT MOBILIZATION IN COMMERCIAL BANK OF ETHIOPIA, WERABE TOWN, ETHIOPIA

Abstract <br> In today’s competitive and day-to-day technological advancement environment, working without providing quality service, designing effective marketing strategy and technology is not effective. Financial institutions are stressed to obtain the highest possible deposit mobilization performance from their customers by utilizing and adopting various strategies. The purpose of this study was to investigate the determinants of deposit mobilization of commercial bank of Ethiopia in worabe town branch. Specifically, the study sought to address the determinant factors like market strategy, service quality, technology, disposable income, and interest rate on deposit mobilization performance of CBE. With explanatory research design, multi stage sampling method was used to select sample size and SPSS version 23 was used to analyze the data. The study used survey questionnaires as a data collection instrument and 372 questionnaires were distributed and from that 370 were returned and analyzed with the use of both descriptive and inferential statics. From the finding of Pearson correlation, all predictor and outcome variables were significantly associated. In accordance with multiple reg-ression analysis, the study revealed that except disposable income which is significant and negatively related, all predictor variables market strategy, service quality, technology, and interest rate) has statistically significant positive effect on deposit mobilization performance of commercial bank of Ethiopia in worabe town administration branches. Finally, the researcher recommend that the concerned body was advisable to working on the way how to build strong customer relationship management practices, creating awareness, producing new products and communicating it well to customers, designing and having regular marketing strategy, on service quality, on the way how to provide tangible, reliable and responsive services, and on technology, the way how to use appropriate technology like providing ATM and mobile banking service and cross selling and up selling of transactions through appropriate technology for better and improved deposit mobilization performance.*