Evaluation Of The Effect Of Electronic Marketing In Nigerian Banking System A Study Of Selected Banks In Aba, Abia State

ABSTRACT

The role played by electronic system in the existence, growth and efficient operations o modern firms are numerous. Thus this research work is geared towards examining the electronic marketing system in the banking system with particular reference to Keystone Bank. In the course of the study, the population used is 100 (one hundred) and the sample size is 80 (eighty). The researcher adopted a descriptive survey design, in which primary and secondary data collected were employed and use simple random sampling techniques which allows for more statistical evaluation and objectivity. The researchcr used chisquare (X2) statistic for testing hypotheses formulated. Findings shows that electronization of marketing system in Keystone Bank has improve their profitability, paying proper attention to customers, satisfying the needs and wants of customers and knowing such problems which customers encounter in the hank etc. electronic marketing brought about accuracy and easy reach to prospective customers in Nigeria Banks. To optimize electronized marketing, several recommendation were made, one of which was calling on their government to help out in encouraging the use of electronic (computer) system in Nigerian banks.