ARTIFICIAL INTELLIGENCE (AI) AND MARKETING PERFORMANCE ON DEPOSIT MONEY BANKS (DMBs) IN BAYELSA STATE

Abstract

The Study looked at Artificial Intelligence and marketing performance of Deposit Money Banks in Bayelsa State. In view of this study, descriptive research design was used to determine the nature, opinion and perception of the respondents in the study. The target population for the study comprised all professionals’ staffs of three (3) Deposit money banks purposively selected in Bayelsa State. Specifically, two branches of Zenith Bank Plc, two branches of First Bank Plc and one branch of Keystone Bank. The sample size was 186 divided into three groups of marketing staffs, operations staffs and customer care unit staffs. The stratified random sampling technique was used to select 76 marketing managers, 60 operations managers and 50 customer care units staff respondents from the strata respectively. A census of the total population (186) was used as the sample size. The questionnaire was structured in a four (4) point Likert scale. Validity of the Instrument was determined using face validity and the Cronbach Alpha method was used to establish the reliability, internal consistency of the instrument after it was trial tested on six respondends of Access bank who were not part of the main study. Data collected through the questionnaire were analyzed using Spearman Rank Order Correlation with the aid of Statistical Package for the Social Sciences (SPSS) version 21.0. The finding of study revealed that artificial intelligence has a strong and positive correlation with customers’ satisfaction, efficiency, profitability and competitiveness. Therefore the study concluded that Artificial intelligence has a significant effect on the performance of Deposit Money Banks in Bayelsa State. Based on the findings, the study recommends that Deposit Money Banks should leverage artificial intelligence to boast their operational performance.