ARSTRACT

This study examined the effect of cashless bank marketing policy on service delivery to Customers of selected banks in umuahia Metropolis, Ahi State, Nigeria. Specifically, the study identified the cashless bank service used by the selected banks in reaching their customers, effect of cashless policy on service outreach and market penetration to the selected bank customers, effect of cashless bank policy on service delivery as well as the harriers and benefits of cashless hank policy on the customers. The staff of all cadres and customers of United Bank for Africa PLC (UBA),Fi rst Bank of Nigeria PLC, Guaranty Trust Bank PLC (GTB) and Zenith Bank PLC in Umuahia Metropolis, Ahia State, Nigeria. A random sampling technique was used to select one hundred (100) Staff and customers of the selected banks. A well structured questionnaire wa used to clecit the required data from the selected respondents. Descriptive statistics and multiple regression analysis were used to analyze the data collected from the respondents. The result of the data analysis revealed that the most common cashless services include interbank settlement scheme (NI BSS), Real time gross settlement, Mobile money, F- transfers and point sale (POS)1eniinals. In estimating [lie cffrci of cashless policy on hank custonier's services, the linear regression model was chosen as the lead modeL based on the value of the R (78.0%) and F statistics ( 0.872) statistically signi ficaiit at I U respectively. Bank drahls and other bank instrument were significant at I % and positively related to customer service as \vel I as mobile money while F- transfers and P05 terminals were all positively significant. From the second regression model it was evident that both bank deposit and \vithdrawals were significant factors a ffecting customer services with regards to cashless banking policy. The barriers of cashless banking policy identified include lack of reliable applicabi lily to the business of banking, cost of l( 'l equipment and iet\vork, Ii ni ted network and so I1wares. The benefit of cashless banking services include value creation or value enhancement in the banking industry. The adoption of cash policy will enhance banking productivity, reduce harrier to entry (hr new products in the industry and facilitates marketing and market access. From the findings of this study, it is therefore recommended that there should be good and effective relationship between the banks and proper customer sensitization to foster the use of cashless bank services to encourage service delivery.