THE MARKETABILITY OF FINANCIAL SERVICES AND THE PERFORMANCE OF NIGERIAN BANKING INDUSTRY
Odeh Ruth Ohieje , Aisha Aliyu , Momoh Sanusi ,Ibrahim Ali and Halima Sani Sambo
Volume 9 Issue 2
Abstract
The need for marketability of financial services in Nigerian banking industry cannot be over emphasized because it is a vital arm of any sector. Competition within and outside the shores of the country which brought about globalization and an improvement in customer awareness have made banks to use marketing as an important tool to increase returns, improve on the efficiency of the Nigerian banking system and compete efficiently. This study set out to investigate the marketability of financial services in relation to the performance of Nigerian banking industry with specific focus on deposit money banks. This study took place in Kaduna and within the period of Four (4) months. The method used in testing the hypotheses is the use of Analysis of Variance (Anova). Four commercial banks were selected and about 75% of their staff was interviewed. The hypotheses tested found that there is a significant relationship between the marketability of financial services and performance of Nigerian Banking Industry. We recommend that all commercial bank should be actively involved in marketing and also awareness creation of their various services to their customers. Keywords: Deposit Money Banks, Commercial Banks, Marketing, Financial Services, product
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