Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Relationship Marketing and Deposit Mobilization in Five Deposit Money Banks in Nigeria

Author(s): Ochei Ailemen Ikpefan, Harry Ibinabo, Godswill Osagie Osuma, Oladokun Omojola

This study was carried out to examine how relationship marketing strategies influence the deposit mobilization of deposit money banks in Nigeria. This study investigated five (5) deposit money banks which were chosen at random: United Bank for Africa plc. Ecobank, Heritage Bank, Guarantee Trust Bank and Access Bank plc. This study aims to accomplish the purpose of the developed objectives, research questions, research hypotheses and the stated problems in the study. Existing literature was expansively reviewed and relationships between the dimensions of the independent variables and the measures of the dependent variables were purposefully established. The study employed primary data collected in ensuring that valuable data were obtained for the data analysis. A total number of one hundred and six (106) copies of questionnaire were administered to staff of the selected banks. After cleaning and sorting the copies of the accepted questionnaire they were fed into the statistical package for social science (SPSS, 23). To determine the strength and direction between the variables, the linear regression model was used to test the hypotheses. The study found that relationship marketing strategy has a significant effect on the deposit mobilization of deposit money banks. The study concluded that, banks’ most important assets are the customers and as such, they need to be managed in a manner that will ensure that their expectations are met. The study also recommended that deposit money banks should develop sustainable relationship marketing strategies that guarantee long-lasting business interaction with customers.

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