ABSTRACT

 The study focuses on customer services and the marketing performance of deposit money banks in South East Nigeria. The broad objective of the study was to examine the effect of customer services on the performance of selected deposit money banks in the study area. The study covered two states in the South East of Nigeria: Imo and Abia States. A model establishing the relationship between customer services and performance of the banks was conceptualized. Two major sources of data used for the study were primary and secondary. The primary data were elicited with questionnaire and the secondary data were obtained from Central Bank of Nigeria (CBN) Statistical Bulletin and Annual Reports of the banks. Descriptive statistics and inferential statistics were employed in the data analysis. Z-test analysis was used to achieve objectives one to five and test hypotheses one to four. Inferential statistics such as Ordinary Least Square (OLS), multiple regression analysis was used to test hypothesis one. The findings revealed that there was evidence of positive relationship between customer services and marketing performance of deposit money banks in the study area. It was equally established that there is a strong positive relationship between cuStomer services and the marketing performance in Nigeria. On the strength of the outcome, we inferred that deposit money banks in Nigeria undertake various customer services which positively influence performance of their banks. We recommended that deposit money banks in Nigeria should improve on customer services programmes in order to attract high performance of the banks.