Effect Of Direct Marketing On Bank Performance In Aba, Abia State

ABSTRACT

Direct marketing has attracted the attention of banks management, employee and scholars. This motivated the researcher to carry out the analysis of the effect of direct marketing on bank performance in Abia Slate, Specifically, however the study ascertain the 30ci0ec0n0mic factors that influence direct marketing to determine the relationship between direct marketing and bank performance. The study adopted sample size of 100 from a population of 135. The study made use of primary data which were collected with questionnaire, which were later ana1yzed ising simple percentages, while côrolation and linear regression mode were adopted to tet the hypotheses stated in the study Afici the study, the researbher eonclude4 that diect marketing i significant in the bank Perforfllance of the selected banks'. And therefore recommended that direct marketing should be 'adopted by the selected banks in the study aras.