CLIENTELE INFLUENCE ON THE PERFORMANCE OF COMMERCIAL BANKS IN SOUTH SUDAN. A DESCRIPTIVE STUDY.

Abstract

Background:

This paper aims to investigate the clientele influence on the performance of commercial banks in South Sudan.

Methodology:

The study used a descriptive survey research design. The target population consisted of 240 employees of South Sudan Kenya Commercial Bank spread across the three branches of Juba City. A simple random sampling technique was used to obtain a sample of 150 respondents. The data collected from the respondents was coded, entered into the computer, and analyzed using Statistical Package for Social Sciences (SPSS).

Results:

The study had a total of 120 participants where 86 were females and 34 were male. Participants were asked to express their level of agreement with the statement that clientele affects the bank's performance. Out of the 120 surveyed respondents, the majority, and 66 individuals (55%), 'strongly agreed' that the clientele has a substantial effect on the bank's performance. Another 32 respondents (26.7%) 'Agreed' with the statement, cumulatively suggesting that 81.7% of participants affirm the significance of clientele in influencing bank performance. The 'undecided' group accounts for 12 responses (10%), indicating a segment of uncertainty or neutrality. A minority of respondents expressed some level of disagreement, with 4 (3.3%) choosing 'disagree' and 6 (5%) selecting 'strongly disagree.

Conclusion:

The study's evidence showed a meaningful departure from the expected frequencies under the null hypothesis, asserting that a robust and adequate client base is crucial for the performance of banks. This conclusion aligns with financial theories that posit the critical role of a strong client base in enhancing a bank's profitability and stability.

Recommendation:

Banks should implement targeted marketing strategies and develop service offerings tailored to attract and retain a wide array of clients, from individuals to corporate and government entities.