IIARD International Institute of Academic Research and Development

IIARD INTERNATIONAL JOURNAL OF BANKING AND FINANCE RESEARCH (IJBFR )

E-ISSN 2695-1886
P-ISSN 2672-4979
VOL. 9 NO. 3 2023
DOI: https://doi.org/10.56201/ijbfr.v9.no3.2023.pg109.133

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Self Service Technology and Marketing Performance of Deposit Money Bank in Rivers State

Didia, James U. D., Ehio, Victor Nzeyele, Higherking, Eucharia and Akani, Godspower Henshaw

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Abstract

This study investigated the relationship between self-service technology and marketing performance of deposit money banks in Rivers State. The objectives of the study were to ascertain the extent to which perceived usefulness and perceived ease of use which are the dimensions of self-service technology relate with marketing performance of deposit money banks in Rivers State. The population of the study was 21deposit money banks in Rivers State. All the banks were studied and 63 respondents provided primary data that were used to ascertain the relationship between the variables. The primary data were collected through a questionnaire that was designed in Likert scale of very low extent to very high extent. 4 research hypotheses were tested using Pearson Product Moment Correlation with the aid of Statistical Package for Social Sciences to establish the relationships between the variables. Results of the test showed that perceived usefulness and perceived ease of use have significant and positive relationships with customer retention and customer loyalty – the measures of marketing performance. Therefore, the study concluded that self-service technology relates with marketing performance of deposit money banks in Rivers State. Therefore, the study recommended that Managers of deposit money banks’ should embrace self- service technology to enhance their marketing performance.

keywords:

Self Service Technology, Marketing Performance of Deposit Money Bank, Rivers State

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