Original Research Article | OPEN ACCESS
Banks’ Marketing Strategies and Deposit Mobilisation: A Study of Selected Commercial Banks in Nigeria

A. E. Osuala1 , N. I. Uruakpa2

1Department of Banking and Finance, College of Management Sciences, Michael Okpara University of Agriculture, Umudike.; 2Dept. of Banking and Finance, Abia State Polytechnic, Aba.

For correspondence:-  A. Osuala   Email: osuala.alex@mouau.edu.ng

Received: October 17, 2019        Accepted: June 19, 2020        Published: 25 June 2020

Citation: Osuala AE, Uruakpa NI. Banks’ Marketing Strategies and Deposit Mobilisation: A Study of Selected Commercial Banks in Nigeria. Account Tax Rev 2020; 4(2):1-12 doi:

© 2020 The authors.
This is an Open Access article that uses a funding model which does not charge readers or their institutions for access and distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0) and the Budapest Open Access Initiative (http://www.budapestopenaccessinitiative.org/read), which permit unrestricted use, distribution, and reproduction in any medium, provided the original work is properly credited..

Abstract

This study examined the effect of banks’ marketing strategies on deposit mobilisation of commercial banks in Nigeria. Time series data spanning the period 2005 to 2016, and Ordinary Least Squares (OLS) regression technique was used for the analysis. Deposit mobilised by the selected commercial banks was adopted as the dependent variable while corporate social responsibility, number of complaints resolved, advertisement cost, personnel expenses and branch network represented the independent variables for the model.  The empirical result showed that corporate social responsibility, number of complaints resolved, personnel expenses and advertisement costs had a significant effect on deposit mobilisation by banks in Nigeria while branch networks were found to be statistically insignificant. The study, therefore, recommended amongst others, that banks should invest extensively on corporate social responsibility and personnel expenditure and desist from operating non-vibrant branches.

 

 

Keywords: Bank marketing, corporate social responsibility, technology, restructuring, competition.


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