The Effect Of Corporate Advertising On Commerical Banks A Study Of Skye Bank Umuahia Branch Abia State
ABSTRACT
Customer satisfaction is the prime focus of
business activities and marketing. In this view, the research involved an
extensive investigation into the impact of corporate advertisement on
commercial banks operating in Umuahia (a study of Syke Bank pie). The major
objective in this research work is to ascertain the best advertising technique
that would aid in increasing the marketing share of the bank that would in turn
help in the actualization of the pre-determined goals and objectives of the
bank which includes growth, profit maximization and liquidity. In conducting
this research work a sample size of one hundred and thirty-five (135) was used,
and the statistical technical used was chi-square (x) in the process of
hypothesis testing. It discovered that these is a correlation between corporate
advertisement and the overall performance of the bank (Skye Bank Pie). Further,
the research found out that product differentiation is not just the best
alternative in the competitive advantage. Further more, the researcher
recommended that the practice of market segmentation should be adopted to
achieve better customer satisfaction which is the rationale underlying the
philosophy of marketing
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MICHAEL, U (2023). The Effect Of Corporate Advertising On Commerical Banks A Study Of Skye Bank Umuahia Branch Abia State. Repository.mouau.edu.ng: Retrieved Dec 22, 2024, from https://repository.mouau.edu.ng/work/view/the-effect-of-corporate-advertising-on-commerical-banks-a-study-of-skye-bank-umuahia-branch-abia-state-7-2
UNIVERSITY, MICHAEL. "The Effect Of Corporate Advertising On Commerical Banks A Study Of Skye Bank Umuahia Branch Abia State" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 25 Sep. 2023, https://repository.mouau.edu.ng/work/view/the-effect-of-corporate-advertising-on-commerical-banks-a-study-of-skye-bank-umuahia-branch-abia-state-7-2. Accessed 22 Dec. 2024.
UNIVERSITY, MICHAEL. "The Effect Of Corporate Advertising On Commerical Banks A Study Of Skye Bank Umuahia Branch Abia State". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 25 Sep. 2023. Web. 22 Dec. 2024. < https://repository.mouau.edu.ng/work/view/the-effect-of-corporate-advertising-on-commerical-banks-a-study-of-skye-bank-umuahia-branch-abia-state-7-2 >.
UNIVERSITY, MICHAEL. "The Effect Of Corporate Advertising On Commerical Banks A Study Of Skye Bank Umuahia Branch Abia State" Repository.mouau.edu.ng (2023). Accessed 22 Dec. 2024. https://repository.mouau.edu.ng/work/view/the-effect-of-corporate-advertising-on-commerical-banks-a-study-of-skye-bank-umuahia-branch-abia-state-7-2