A Comparative Analysis of Marketing Strategies Adopted by Specialised and Deposit Money Banks in Oyo State Nigeria

Abstract:

Nigerian banking system is characterized by internal and external competition. The upsurge of new banks created room for innovation and further market sharing. A proxy to determine the extent of competition is the intensity of marketing strategies adopted by these banks in recent times. The strategies utilized by Specialized and Deposit Money Banks have been a subject of inquiry on whether they are alike or not. This work against the identified gaps, therefore, compares the marketing strategies adopted by specialized and deposit money banks and as well examines the effect of service quality management on performance of these banks. Data was collected through a self-administered questionnaire from a number of 102 bank staff in six purposely selected specialized and deposit money banks in Oyo state. SPSS was employed to aid the data analysis. Having analyzed the data, the study found out that there is an insignificant difference between the marketing strategies (promotion strategy, customer relationship management strategy and service quality) adopted by specialized and deposit money banks. Guided by the findings, the study recommended that new entrants going into banking and other financial institutions should stick to the various marketing strategies under the study with the most focus on service quality management. The work also offers that specialized banks need to have assurance, which refers to knowledge and courtesy of employees and their ability to inspire trust and confidence.