AGENCY BANKING PLATFORMS AND MARKETING PERFORMANCE OF DEPOSIT MONEY BANKS IN RIVERS SATES

Abstract

The banking business environment has changed, and innovative technology has remained a key strategy for the banking sector to remain competitive. The banking fraternity has really transformed its financial operations by providing convenient and accessible services through mobile banking and internet banking to customers. To this end banks are fast developing branchless banking such as ATM, credit cards, internet and mobile banking among others (Laukkanen & Pasanen, 2007). This study investigated the Agency Banking Platform and Marketing Performance of Deposit Money Banks in Rivers State. Descriptive research design adopted for appropriate findings. The study targeted Five (5) Deposit Money Banks that represented the population which were served with questionnaires.  I therefore, subject the data to diagnostic test using  Cronbach Alpha and Pearson Product Moment Correlation Coefficient(PPMC), and employed Statistical Package for Social Science(SPSS) that will test the stated hypotheses. The study found that agency banking platform have great impact on the marketing performance of the Deposit Money Banks in Rivers State. Based on the result of the research, findings obtained from employees of DMDs in Rivers Sate have a significant effect on marketing performance of DMBs interms of customer retention and satisfaction.