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

Abstract

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.

Determinant of Market Share in the Indonesian Islamic Banking Industry

“…Fourth, the promotion had a positive impact on the short-and-long-term equation, as measured from the cost ratio to the monthly revenue. Promotion is conducted through various media targeting all levels of the public and regions (Kasie & Gloria, 2018). However, literacy on Sharia banking was still low, meaning that socialization and promotion are crucial since they improve the market share.…”