Original Research Article | OPEN ACCESS

Banks’ Marketing Strategies and Deposit Mobilisation: A Study of Selected Commercial Banks in Nigeria

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

Citation: Banks’ Marketing Strategies and Deposit Mobilisation: A Study of Selected Commercial Banks in Nigeria. Account Tax Rev 2005; 4(2):1-12 doi:

© 2005 The authors.
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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.