EFFECT OF MARKETING COMMUNICATION ON THE ORGANISATIONAL PERFORMANCE OF ASO SAVINGS AND LOANS PLC, ABUJA, NIGERIA
Jezhi, Godwin Iya , Salihu, Zuwaira Aduwa and Yunusa, Hauwa
Volume 14 Issue 1
Abstract
Despite strategic reforms and investments in service delivery, Aso Savings and Loans Plc continues to struggle with low public awareness, weak customer engagement, and limited competitiveness in Abuja's financial sector. This study examined the effect of marketing communication, proxied by advertising and personal selling, on the organisational performance of Aso Savings and Loans Plc in Abuja. The study adopted a survey research design whereby a structured 5-point Likert scale questionnaire was administered to a sample of three hundred and fifty (350) customers of Aso Savings and Loans Plc operating within its various branches in Abuja, drawn using the Cochran (1977) sample size determination formula and a stratified random sampling technique. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed to test the hypotheses formulated, and the study found that advertising positively and significantly affected the organisational performance of Aso Savings and Loans Plc in Abuja (β = 0.383, p = 0.000), while personal selling also had a positive and significant effect on the organisational performance of Aso Savings and Loans Plc in Abuja (β = 1.071, p = 0.000). The study recommends that Aso Savings and Loans Plc should sustain and further strengthen its advertising strategy by ensuring that promotional campaigns across television, radio, print, and digital media remain consistent, appealing, and trustworthy, in order to enhance brand visibility, build customer trust, and positively influence patronage decisions. The study also recommended that Aso Savings and Loans Plc should continue investing in the training and development of its sales and customer-facing staff to enhance their product knowledge, responsiveness, and interpersonal skills, thereby strengthening customer relationships, improving retention, and boosting organisational performance. Keywords: Advertising, Personal Selling, Organisational Performance, Marketing Communication, Aso Savings and Loans Plc
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