| dc.description.abstract | The relationships between market efficiency and performance are of relevance in Nigeria, but
they remain controversial. Hence, this study examined the relationships between banking
market efficiency and bank performance between 2011 and 2018. Specifically, the study
investigated whether relationships exist between product marketing strategies employed by
commercial banks; internal marketing; market orientations; employees’ performance;
commercial bank’s competitiveness and performance. The purpose of this study is to contribute
further evidence on bank efficiency by defining alternative efficiency measures and
investigating the link between such measures and the market performance of financial
institutions. The study adopted the survey research design. The population comprised of all
male and female employees in all twenty-one (21) commercial banks operating in Nigeria.
From sampling frame, there were 14, 084 employees as accessible population in the study. The
sample consisted of 400 employees selected through stratified random sampling from six (6)
commercial banks with Headquarters in Lagos metropolis. A highly structured self-developed
research instrument tagged “Bank Market Efficiency Questionnaire (BMEQ)”was used in the
study to collect data. The Statistical Package for the Social Sciences (SPSS) version 24.0 was
used for data set and presentation of the data. The descriptive (mean, standard deviation,
percentile) and inferential statistics (Pearson Product Moment Correlation and Data
Envelopment Analysis) were used to answer research questions and test hypotheses
respectively. Data were presented in tables, charts and graphs to illustrate the findings of the
study. Specifically, Data Envelopment Aficantlynalysis (DEA) statistical method was used to
measure bank efficiency, while Pearson Product Moment Correlation (PPMC) statistical
procedure was used to determine the relationship between product marketing strategies
employed by commercial banks and their performance; the relationship between marketing
efficiency and commercial bank’s performance; the relationship between internal marketing
and market orientations of commercial banks; the relationship between internal marketing and
employees’ performance in commercial banks; and the relationship between internal marketing
and commercial bank’s competitiveness. The results showed that marketing efficiency ratio
statistically significantly increased overtime. There was a significant relationship between
product marketing strategies employed by commercial banks and their performance. Further,
there was a significant relationship between marketing efficiency and commercial bank’s
performance. The significant relationship between internal marketing and market orientations
of commercial banks was identified. Similarly, there was a significant relationship between
internal marketing and employees’ performance in commercial banks. Finally, there was a
significant relationship between internal marketing and commercial bank’s competitiveness.
The study concluded that market efficiency influences bank performance in the Nigerian
banking sector, as marketing remains a veritable tool for attracting customers to buy into
various banking services and products in the country. It was recommended that commercial
banks should adopt internal marketing to improve bank performance in Nigeria. | en_US |
