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Project Topic:
ONLINE COMMUNICATION AND SALES PERFORMANCE: A SURVEY OF MONEY DEPOSIT BANKS IN PORT HARCOURT
Project Information:
Project Body:
CHAPTER 1
INTRODUCTION
- Background of the study
Before 1987, there was little or no competition because the government restricted entry with the concentration of activities on the four largest banks (First Bank, United Bank for Africa, Union and International Bank for West Africa) (Redasel,1989, 1990). Later, developments in the economy witnessed series of business transactions and the emergence of banks became very desirable. The desirability aided the proliferation of many new banks and the rapid growth of existing ones.
The market became more aggressive and competitive. This competition was further exacerbated by the emergence of finance houses, mortgage banks and community banks in the late 80’s and early 90’s, all competing for the same deposits in varying forms (Abdulqadir, 2010). Another phenomenon in the banking industry in Nigeria, which posed serious challenge to the sector is the issue of financial distress in the banks. Communication is a major important activity within organizations because profits and survival of these organizations are inevitably tied to the satisfaction of consumer wants and needs. Online communication has become a major consideration in the present day service industry as a result of dynamism and competitiveness of the economy. Competition in this sector of the economy grows more intense and steadily more professional especially in the banking and other financial institutions. The age of specialization in the banking industry has changed to one where most organisations offer a wide range of services in competition with each other (Abdulqadir, 2010). It has, therefore become essential to use all the resources and techniques that marketing offers to survive and succeed in the ever changing business environment in the world with reference to our country Nigeria (Bale &Akpan, 2009). Thus marketing communication comes into consideration as it is intended both to communicate with and to sell to customers. (Ajibade,1984). Resulting from deregulation and liberalization in the Nigerian banking industry, the industry environment has changed in many ways.
Some banks extended their marketing communications with the idea that customers should be made more aware of products and services they need, who might supply them and the benefits which both products, services and suppliers can offer. Marketing communications now need to move beyond the product information model and become an integral part of an organization’s overall communications and relationship management strategy (Groonroos, 2004).
- Statement of the problem
Today, ICT acquisition and implementation is facing a lot of problems. This research work is being conducted to expose some of the inhibiting factors that are hindering the impact of online communications in Nigerian money deposit banks.
According to Kang (2004) many service delivery errors and problems can occur and that is not beneficial for the reputation of the organization. Ha and Jang (2009) argued that service failure occurs when customer perceptions do not meet customer expectations. The problem with service failure is that it may lead to a destroyed relationship between the customer and the organization. Some of the factors hindering the impact of online communications on Nigerian money deposit banks include the huge capital investment in the purchase of hardware, software and standby generators due to epileptic power supply and the lack of technical know-how are some of the problems encountered.
- Objectives of the study
This study was undertaken majorly to investigate the importance of introducing online communications the sales performance of money deposit banks.Specifically, the study intends to:
- Identify the association between Email and Sales performance of money deposit Banks in Rivers State
- Identify the association between Online payment service and Sales performance of money deposit Banks in Rivers State
- Identify the association between Forums and Sales performance of money deposit Banks in Rivers State
- Identify the association between Instant Messaging and Sales performance of money deposit Banks in Rivers State
- Research questions
During the course of the study, the researcher seeks to provide suitable answers to the problem following the questions below:
1. To what extent does Email affect and Sales performance of money deposit Banks in Rivers State?
2. To what extent does online payment service affect Sales performance of money deposit Banks in Rivers State?
3. To what extent does Forums affect Sales performance of money deposit Banks in Rivers State?
4. To what extent does Instant Messaging affect Sales performance of money deposit Banks in Rivers State?
1.5 Conceptual Framework
CONCEPTUAL FRAMEWORK OF ONLINE COMMUNICATION AND SALES PERFORMANCE OF MONEY DEPOSIT BANKS
ONLINE COMMUNICATION |
SALES PERFORMANCE |
|
|
|
Sales growth |
Profit
|
Online Payment services |
Forums |
Instant Messaging |