The Influence of Mobile Phone Marketing Uses on Performance of Commercial Banks in Mwanza City, Tanzania

This paper aimed at examining the influence of mobile phone marketing uses on performance of commercial banks in Mwanza City, Tanzania. The study employed a positivist philosophy and quantitative approach also cross-sectional research. This study used the sample of 132 employees. Data collection was done through structured questionnaires, and secondary data was used to validate the findings. The analysis was conducted using SPSS, with a high Cronbach Alpha coefficient of 0.8 confirming the reliability of the research instruments, and ethical considerations such as confidentiality and voluntary participation were upheld throughout the study. The findings revealed that mobile phone marketing (MPM) has a moderate yet statistically significant impact on bank performance, explaining approximately 18.7% of the variance, with improved customer engagement and satisfaction linked to mobile marketing efforts. However, other factors also influence bank performance, and potential autocorrelation issues were identified, suggesting the model's predictive accuracy may be affected. The study concluded that while mobile marketing is a valuable tool for improving bank performance, it should be integrated into a broader strategy that includes other marketing and operational factors. The study recommended that banks continue optimizing mobile marketing strategies while complementing them with personalized promotions, customer service improvements, and expanding mobile banking offerings to underserved populations.