Impact Of Strategic Marketing Planning On The Performance Of Commercial Banks In Nigeria. A Study Of Zenith Bank In Umuahia
ABSTRACT
The study examined the effect of strategic marketing in
enhancing effective and efficient marketing in the banking sector. The major
objective of the study is to examine the impact of strategic marketing plamung
in enhancing effective and efficient bank customer service delivery. While the
specific objectives which include to: (i) determine the best marketing strategies
that will enhance efficient customer satisfaction; (ii) identify the effect for
the failure of the adoption of strategic marketing planning by indigenous
contemporary banks; (iii) valuate the competitive and environmental factors
affecting effective and efficient adoption of marketing strategy; (iv)
Ascertain in the effect of marketing concept in enhancing customer satisfaction
in the banking sector; (v) make recommendations based on findings. The study
made use of 160 as the sample size adopted from a population of 200. This was
through a purposive sampling method. However, questionnaire was adopted to
collect primary data which was later analyzed with simple percentages.
Correlation was adopted to test the research hypotheses of the study. After the
study, the researcher concluded that strategic marketing planning enhances
effective and efficient customer satisfaction in the banking sector. And
therefore, recommended that adoption of strategic marketing in the banking
sector.
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IBENEME, E (2021). Impact Of Strategic Marketing Planning On The Performance Of Commercial Banks In Nigeria. A Study Of Zenith Bank In Umuahia. Repository.mouau.edu.ng: Retrieved Dec 23, 2024, from https://repository.mouau.edu.ng/work/view/impact-of-strategic-marketing-planning-on-the-performance-of-commercial-banks-in-nigeria-a-study-of-zenith-bank-in-umuahia-7-2
ESTHER, IBENEME. "Impact Of Strategic Marketing Planning On The Performance Of Commercial Banks In Nigeria. A Study Of Zenith Bank In Umuahia" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 12 Oct. 2021, https://repository.mouau.edu.ng/work/view/impact-of-strategic-marketing-planning-on-the-performance-of-commercial-banks-in-nigeria-a-study-of-zenith-bank-in-umuahia-7-2. Accessed 23 Dec. 2024.
ESTHER, IBENEME. "Impact Of Strategic Marketing Planning On The Performance Of Commercial Banks In Nigeria. A Study Of Zenith Bank In Umuahia". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 12 Oct. 2021. Web. 23 Dec. 2024. < https://repository.mouau.edu.ng/work/view/impact-of-strategic-marketing-planning-on-the-performance-of-commercial-banks-in-nigeria-a-study-of-zenith-bank-in-umuahia-7-2 >.
ESTHER, IBENEME. "Impact Of Strategic Marketing Planning On The Performance Of Commercial Banks In Nigeria. A Study Of Zenith Bank In Umuahia" Repository.mouau.edu.ng (2021). Accessed 23 Dec. 2024. https://repository.mouau.edu.ng/work/view/impact-of-strategic-marketing-planning-on-the-performance-of-commercial-banks-in-nigeria-a-study-of-zenith-bank-in-umuahia-7-2