Direct Marketing Strategy and Effective Customer Service Delivery

International Journal of Business Society, Vol. 4, Issue 7
Obabuike Ikeni NkpurukweUsman MusaDr. Andy Fred WaliLinus Mbakwe Nwuju
Direct marketingCustomer service deliveryTelemarketingFace-to-face marketingService reliability
PDFRegular IssueDOI: 10.30566/ijo-bs/2020.30
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Abstract

This study investigates the link between direct marketing and effective customer service delivery of commercial banks in Nigeria. The population of the study is comprised of employees of these banks, and 250 samples were from the population study. Simple random sampling was used in administering ten copies questionnaire to employees of five different branches of each of the selected banks. The data was analysed using Spearman’s Rank Order Correlations Coefficient with the aid of SPSS version 21. The study results revealed specific strong and positive correlations between the two dimensions of direct marketing and that of customer service delivery. The study suggests that Nigeria commercial banks should continue to adopt and implement direct marketing strategies in delivering customer services as explored in this study.

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Article Information

Article Details
Volume & IssueVol. 4, Iss. 7
Publication DateAug 2, 2020
Authors
Obabuike Ikeni Nkpurukwe
Usman Musa
Dr. Andy Fred Wali
Linus Mbakwe Nwuju
DOI
10.30566/ijo-bs/2020.30
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Direct Marketing Strategy and Effective Customer Service Delivery | International Journal of Business Society