Effect of Direct Market On Consumer Patronage In Selected Banks In Ondo State

International Journal of Economics and Management Studies

© 2020 by SSRG - IJEMS Journal

Volume 7 Issue 8

Year of Publication : 2020

Authors : Enitilo Olalekan, Ajayi Ibidolapo Ezekiel

10.14445/23939125/IJEMS-V7I8P111

How to Cite?

Enitilo Olalekan, Ajayi Ibidolapo Ezekiel, "Effect of Direct Market On Consumer Patronage In Selected Banks In Ondo State," SSRG International Journal of Economics and Management Studies, vol. 7,  no. 8, pp. 73-79, 2020. Crossref, https://doi.org/10.14445/23939125/IJEMS-V7I8P111

Abstract:

The study assesses the influence of direct marketing on customers' patronage in selected banks in Ondo state. The specific objectives of the study are to establish the relationship between direct marketing and customers’ patronage in selected commercial banks in Ondo State and investigate the effect of direct marketing strategy on customers’ patronage in selected banks in Ondo state. The population was made up of 269,454 customers of the selected banks in Akure Ondo State, Nigeria. The sample size for the Study was 399 samples for the research using the taro model. Multiple regression and correlation analyses were used to achieve the objectives to establish the relationship between direct marketing and customers' patronage in selected commercial banks in Ondo State and investigate the effect of direct marketing strategy on customers’ patronage in selected banks in Ondo state. The results showed that banking personal are (β = 0.211, t = 5.169, p= < 0.05); mobile banking are (β = 0.185, t = 3.073, p= < 0.05) and internet banking are (β = 0.304, t = 5.031, p= < 0.05). The study concluded that there is a significant relationship between direct marketing and customers' patronage and that direct marketing positively influences customers' patronage of banks in Ondo State.

Keywords:

Direct marketing, customers’ patronage, commercial banks, mobile banking, internet banking

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