ABSTRACT

Information technology has contributed significantly to the marketing strategies adopted banks in Nigeria. Information technology is applied by banks in their product, pricing, promotion and distribution strategies. Hence, the researcher deemed it wise to examine the effect of information technology on the development of effective marketing strategy of banks in Nigeria. The objective was pursued by the researcher in order to bring to limelight other numerous benefits derivable from the application of information technology in the process of developing effective marketing strategy in Nigeria banking industry. Relevant literatures on information technology and marketing strategies of banks were reviewed. The study focused on Zenith Bank, Umuahia branch. Questionnaires were distributed to top personnel and staff of Zenith bank PLC in order to generate relevant data for the study. The data generate were analyzed using simple descriptive and multiple regression to achieve the specific objectives of the study and test the truthfulness of the formulated hypotheses. The result of the analysis provided the following findings; Information technology has a significant effect on service delivery of banks, information technology has a significant effect on customer care of the bank and that information technology has a significant effect on repositioning of service. Based on the findings, the researcher recommends that information technology should be applied by banks and other business organizations in the ensuring the effectiveness of their marketing strategies.

TABLE OF CONTENTS

Title - - - - - - - - - - i

Certification - - - - - - - - - ii

Approval page - - - - - - - - - iii

Dedication - - - - - - - - - - iv

Acknowledgement - - - - - - - - v

Table of contents - - - - - - - - - vi

List of tables - - - - - - - - - vii

Abstract - - - - - - - - - - - viii

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CHAPTER ONE

INTRODUCTION 

1.1 Background of the Study - - - - - - 1

1.2 Statement of Problem - - - - - - - 3

1.3 Objective of the Study - - - - - - - 4

1.4 Research Question - - - - - - - 5

1.5 Research Hypotheses - - - - - - - 5 

1.6 Significance of Study - - - - - - - 6

1.7 Scope and Limitation of Study - - - - - - 6

1.8 Definition of Terms - - - - - - - - 7

CHAPTER TWO 

REVIEW OF RELATED LITERATURE 

2.1 Meaning of Information Technology - - - - - 9

2.2 Technology Investments - - - - - - - 10

2.3 Lesson from History of Technology in Banking- - - - 13

2.4 Strategic Significance of Information Technology- - - 17 

2.4.1 Use of Information Technology in Banking Industry- - 19 

2.4.2 Banking Activities and Impact of its Product and Services- 21 

2.5 Meaning of Marketing Strategy - - - - - - 23

2.6 Marketing Strategies and Competitive Edge - - - - 25

2.6.1 Basis for Building a Competitive Advantage - - 26

2.6.2 Achieving Sustainability in the Market  - - - - 27

2.6.3 Types of Competitive Strategies - - - - 28

2.6.4 Characteristics of a Good Marketing Strategy  - - - 35

2.7 Concept of Relationship Marketing - - - - - - 36

2.8 Scope of Relationship Marketing  - - - - - - 39

2.8 Information Technology Tools used in Banks - - - - 44

2.8.1 Automated Teller Machines - - - - - - 45

2.8.2. Electronic Cheques -- - - - - - - 46

2.8.3 Quick Funds Transfer - - - - - - - 46

2.8.4 Western Union Money Transfer - - - - - 47 

2.9 Conventional Approach to Marketing Strategy - - - - 47

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design - - - - - - - - 48

3.2 Area of Study - - -- - - - - - 48

3.3 Population of the Study - - - - - - - 49

3.4 Sample Size and Sampling Technique - - - - 49

3.5 Method of Data Collection - - - - - - 51

3.5.1 Primary Data - - -- - -- - 51

3.5.2 Secondary Data - - -- - - - 51

3.6 Method of Data Analysis - - - - - - 52

CHAPTER FOUR

4.0 DATA PRESENTATION, ANALYSIS AND HYPOTHESES TESTING

4.1 Questionnaire Distribution - - - - - - 53

4.2 Socio-Economic Data - - - - - - - 54

4.3 General Data - - - - - - - - 57

4.4 Regression Analysis - - - - - - - 62

4.5 Hypotheses Testing - - - - - - - 66

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary of Findings - - - - - - - 69

5.2 Conclusion - - - - - - - - - 70

5.3 Recommendations - - - - - - - - 70

Reference

Appendix I

Questionnaire