Measuring Marketing Profitability Metrics of Islamic Commercial Banks in Bangladesh

Abstract

Wile the commercial banks are associated with long-learn profitability, a basic understanding of Marketing Profitability concept is yet to recognize. This paper introduces the Marketing Profitability Metrics (WM for the evaluation of bank's marketing performance. One of the greatest challenges for marketing and brand managers is to quantify the financial return from marketing activities. Therefore, this paper exposes the quantification of Marketing Profitability Metrics and examines the influence's of its contents on bank profitability. 'interest income' of conventional bank termed as 'Investment income' for Islamic commercial banks has been influenced by bank marketing activities. The investment of Islamic commercial banks in their core products (loans and advances) is relatively high compared to other conventional banks. As Islamic banks are more concerned about their investment, we have considered Islamic commercial bank<s in Bangladesh for our study. Data have been collected from bank's annual reports and analyzed b using the SPSS software. Correlation analysis has been conducted to establish the nature of relationship among MPM, NP (Net profit) and OP (Operating profit) of Positive Relationship has been found between NMC (Net Marketing Contribution) and OP. This study has also found the positive relationship between NMC and Net Profit (NP).