Title:
EXTENT OF ADOPTION OF PERSONAL SELLING STRATEGIES IN THE BANKING INDUSTRY IN KISUMU COUNTY, KENYA

Authors:
Molly Siderra, Kenya

Abstract:
Personal selling remains a critical promotional strategy in service industries; however, its adoption within commercial banking in emerging economies remains underexplored. This study examined the extent of adoption of personal selling strategies among commercial banks operating in Kisumu County, Kenya. Guided by the AIDAS Theory of Personal Selling, the study adopted a descriptive cross-sectional survey design. The target population comprised 102 branch managers, sales managers, and customer relationship managers drawn from 34 commercial bank branches. Primary data were collected using structured questionnaires and analyzed using descriptive statistics, including means, standard deviations, frequencies, and percentages. The findings reveal that the adoption of personal selling strategies among commercial banks in Kisumu County was low, with an overall mean score of 2.96 (SD = 0.62), indicating adoption to a small extent. While banks employed selected personal selling practices such as customer follow-ups and relationship management, structured door-to-door selling, proactive prospecting, and personalized engagement remained limited. The study concludes that despite the strategic relevance of personal selling, commercial banks in Kisumu County have not fully institutionalized the practice as a core marketing strategy. The study contributes to marketing literature by providing empirical evidence on personal selling adoption in a devolved urban economy and recommends targeted training, policy support, and structured sales systems to enhance adoption levels.