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The Influence of Promotional Strategies on the Performance of Nigerian Banks. A Study of Selected Banks in Nigeria

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The Influence of Promotional Strategies on the Performance of Nigerian Banks. A Study of Selected Banks in Nigeria


Ezu, Gideon Kasie | Chris-Ejiogu Uzoamaka Gloria

https://doi.org/10.31142/ijtsrd18939



Ezu, Gideon Kasie | Chris-Ejiogu Uzoamaka Gloria "The Influence of Promotional Strategies on the Performance of Nigerian Banks. A Study of Selected Banks in Nigeria" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-1, December 2018, pp.278-286, URL: https://www.ijtsrd.com/papers/ijtsrd18939.pdf

The study examined the influence of promotional strategies on the performance of Nigerian banks. Survey research design was adopted in the study. A population of 120 top staff of UBA and Zenith bank was used in the study. The total population was used as the sample size of the study. Questionnaire was used as instrument of data collection and the data collected were analyzed using five scale likert and simple percentage. Chi-square was used to test the hypotheses. From the analysis, result showed that utilization of promotional strategies by banks highly improves their performance rate and that enables the bank to grow significantly. The finding also indicated that promotional strategies adopted by banks encourage customers deposit level and increases the rate of deposit as well as encouraging banks patronage hence, contributing to growth and performance of the bank. Based on the result, the study recommend that Banks that do not utilize promotional strategies should adopt and use them for better performance in their bank while those that are already making use of promotional strategies should also alternate or use other forms of promotional strategies different from what they use to have in order to increase the number of their customers and help retain them.

Branding, Outsourcing, strategy


IJTSRD18939
Volume-3 | Issue-1, December 2018
278-286
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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