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
[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.
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.
Marketing Services, Banking Industry, Bank Performance, Nigeria
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