EFFECT OF MARKETING OF BANKING SERVICES ON PROFITABILITY OF COMMERCIAL BANKS (SELECTED BANKS IN NIGERIA)

This study examines the effect of bank services on commercial banks, and performance in the Nigeria Banking Industry, using five of the consolidated banks in Nigeria. Quantitative data were source from the central bank of Nigeria publication and the Nigeria stock exchange fact book. The ordinary least square estimation technique was employed for analysis while the marketing efficiency model approach was adopted and modified to suite the Nigeria context. The coefficient of multitude determination of about 71% and 56% for the model formulated showed that explanatory variables reasonably the F – statistic result reveal that both models were adequate and significant. The researcher recommended among others that banks should embark from time to time on marketing research and should compare the different marketing techniques to access the success and the failure of such strategies in the industry. Apart from these banks are also encouraged to be more customers focused and embrace relationship as well as embark on effective management of depositors. Also the banks have all improved in their performance with the years reviewed through there is no significant difference in their performance when compared with one another.