Ethical Dimension of Bank Services Marketing in Nigeria: An Empirical Investigation
European Business & Management
Volume 2, Issue 1, September 2016, Pages: 1-7
Received: Jul. 21, 2016; Accepted: Oct. 20, 2016; Published: Nov. 21, 2016
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Acha Ikechukwu A., Department of Banking/Finance, University of Uyo, Uyo, Nigeria
Agu Godswill A., Department of Marketing, Abia State University, Uturu, Nigeria
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This study examines the causes of unethical behavior in the marketing of banking services in Nigeria. The study adopts a survey design and uses structured questionnaire to elicit information from respondents. It focuses on banks in the south-south and south-eastern regions of Nigeria. From each of the regions two state capitals were judgmentally selected. Ten out of the 24 banks currently operating in the country with branches within these regions were included in the study. Using Raosoft sample size calculator, a sample of 173 was drawn from the total staff strength of 313 of these banks’ 35 branches within the region. Inferential and descriptive statistics were applied in data analysis and results led to the conclusion that personal, organizational and societal factors play prominent roles in fostering unethical behavior in bank services marketing. The study therefore recommends a downward review of marketing targets for bank staff by the various bank boards of directors.
Unethical, Commercial Bank, Regulatory Authorities, Ethical Marketing, Customer centric
To cite this article
Acha Ikechukwu A., Agu Godswill A., Ethical Dimension of Bank Services Marketing in Nigeria: An Empirical Investigation, European Business & Management. Vol. 2, No. 1, 2016, pp. 1-7. doi: 10.11648/j.ebm.20160201.11
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