American Journal of Business and Society
Articles Information
American Journal of Business and Society, Vol.1, No.3, Sep. 2016, Pub. Date: Jun. 23, 2016
Marketing Services and Bank Performance: Evidence from a Developing Banking Industry
Pages: 83-89 Views: 1286 Downloads: 2108
Authors
[01] Emenike Kalu O., Department of Banking and Finance, Rhema University Aba, Nigeria.
[02] Ray Obasi, Department of Marketing, Michael Okpara University of Agriculture Umudike, Nigeria.
Abstract
This paper evaluates the influence of marketing services on bank performance in Nigeria for a study period ranging from January 2002 to December 2014 using descriptive and inferential analysis. Descriptive analysis shows that both the marketing services and bank performance variables are positively skewed and leptokurtic. It also shows that the variables are not normally distributed. The augmented Dickey Fuller unit root tests show that the series are integrated of the same order (i.e., I(1)). The results obtained from the regression model provide evidence in favour of positive and significant influence of marketing services on bank performance in Nigeria. We recommend therefore that banks should utilise their marketing resources and strategies adequately to enhance their performance and to maximise shareholders’ wealth.
Keywords
Marketing Services, Banking Industry, Bank Performance, Nigeria
References
[01] Akeem, I. B. (2014). Effect of strategic marketing of financial services on organizational performance. European Journal of Accounting, Auditing and Finance Research, 2(9), 66-83.
[02] Alala, O. & Musiega, D. (2014). The effect of mobile money services on the performance of the banking institutions. The International Journal of Engineering and Science, 3(4), 16-24.
[03] Alao, A. E., Afuape, M. A. & Diyaolu, G. O. (2013). The changing trend in marketing of financial services: An empirical study on bank performance in Nigeria. Proceedings of 8th annual London Business Research Conference, Imperial College, London, Uk8-9 July.
[04] Alita, V. L., Odondo, J., Ailo, F. O., Ojero, P. B, Abong, O. B. E. & Odera, O. (2012). Influence of promotional strategies on banks performance. International Journal of Business, Humanities and Technology, 2(5), 17-26.
[05] Ehimobowei, A. & Ekankumo, B. (2012). Consumers service & strategic and commercial banks survival in a post-consolidation era in Nigeria. American International Journal of Contemporary Research, 2(8), 142-153.
[06] Ekweme, E. I. (2001). Marketing finances services. Lagos: New Waves Publishers.
[07] Gujarati, D. N. (2003). Basic econometrics (4th Ed). Delhi: McGraw Hill Inc.
[08] Kolter, P. & Armstrong, G. (1996). Principles of marketing, International Edition, 7th ed., Prentice Hall Inc., Mexico, Pearson International Ed.
[09] Lucey, T. (1994). Quantitative technique. Britain: DP Publishers.
[10] Nwankwo, O., Eze, O. R. & Nwankwo, O. N. O. (2014). Implication of marketing of banking services on the profitability of Nigerian banks: a case study of first bank plc. Research Journal of Finance and Accounting, 5(5), 32-39.
[11] Emenike, K. O. (2015). Dynamic correlation between stock market returns and crude oil prices: Evidence from a developing economy. Indonesian Capital Market Review, 7(2), 102–112.
[12] Ekerete, P. P. (2015). Marketing of financial services: a case study of selected merchant banks in Nigeria. Pakistan Economic and Social Review, XLIII (2), 271-287.
[13] Grigorian, D. A. & Manole, V. (2012). Determinants of commercial bank performance in transition: An application of data envelopment analysis. Working Paper, Wp/02/146.
[14] Ikpetan, O. A. (2013). The impact of marketing of financial services in the Nigeria banking industry. Journal of Business Administration and Management Sciences Research, 2(6), 148-162.
[15] Isalam, F. & Rahman, M. (2015). Service marketing mix and their impact on bank marketing performance. Journal for worldwide Hotistic Sustainable Development, 1(1), 16-32.
[16] Obasi, R. O. (2013), Marketing of services, Port Harcourt: Rhamat Printing Press.
[17] Ogbadu, E. E. &Abdulahi, S. (2013). Fundamental role of marketing in the banking sector. Marketing in the Banking Engineering, 7(2), 64-69.
[18] Oke, M. O. (2012). Marketing strategies and bank performance in Nigeria: A post-consolidation analysis. Research Journal of Finance and Accounting, 3(5), 93-102.
[19] Opara, C. C., Emenike, K. O. & Ani, W. U. (2015). Behaviour of Nigerian financial market indicators: Evidence from descriptive analysis. American Journal of Economics, Finance and Management, 1(5), 421–429.
[20] Oriko, B. O. & Ujah, N. I. (2006). Finance services marketing, Enugu: EL-Dermark Publishers.
[21] Penneerselvan, R. (2013). Research methodology, Delhi: PHI Learning Private Limited.
[22] Sekaran, U. & Bougle, R. (2014). Research methods for business: A skill building approach. New Delhi: Wiley and Sons.
600 ATLANTIC AVE, BOSTON,
MA 02210, USA
+001-6179630233
AIS is an academia-oriented and non-commercial institute aiming at providing users with a way to quickly and easily get the academic and scientific information.
Copyright © 2014 - American Institute of Science except certain content provided by third parties.