Exploring Relationship Marketing in Nigerian Banking Industry. (A case study of Access Bank Nigeria Plc)

2014 dissertation for MSc in International Marketing Management. Selected by academic staff as a good example of a masters level dissertation. Purpose The purpose of this research is to investigate how relationship marketing is currently practiced in Nigerian banking industry, and its impacts on their performances over the years, adopting Access bank Plc as a case study. Two research questions were posed: RQ 1: What are the impacts of Relationship marketing on Nigerian banks? RQ 2: What are the challenges of the application of RM in Nigeria banking industry? This research explores these questions through the interactions of people within an organisational setting as they produce patterned relations and actions. Design/Approach/Methodology - The interpretive approach which is exploratory and qualitative method of research was used in the course of this investigation, this is to understand a phenomenon not extensively researched previously. Consequently; a survey was carried out in Nigeria, and data were collected from selected staffs and customers of Access bank Plc on relationship management, through focus group discussions and eight in-depth interviews. Findings - The findings reveal a positive and significant relationship between Relationship Marketing and Banks’ Performance indicators. Also; the findings revealed the poor state of RM application in Nigeria banking industry, as it was discovered that 70% of banks’ marketing efforts in Nigeria lies on service marketing, only 30% of their efforts go to relationship marketing (RM). It is therefore recommended that banks should improve on their relationship quality to increase customers’ loyalty, as findings have confirmed that majority of the banks’ customers in Nigeria commonly switch among banks, majorly due to consistent service failures, making customers’ loyalty or retention a difficult task. Originality/Value The main contribution of this study to the relationship marketing literature lies on the fact that it has been able to discover the level of RM practice and the resultant impacts on Nigeria banking industry. It also identified the challenges of relationship marketing practices in Nigerian banking industry

The consequences of qualitative overstretch on employee intention to quit in Malaysia call center industry: An implication of customer relationship management

The purpose of this study is to determine the consequences of customer relationship management (CRM) application on qualitative overstretch and intention to quit in Malaysia call center industry.A conceptual model was developed to explain the hypothesis direction and the evidence from ample of literatures suggested that comprehensive applications of CRM strategy should be adopted and integrated into organizations’ operations in order to achieve organizational performance and resolve the issue of employee turnover.More so, appropriate training program that can reduce qualitative overstretch and eradicate stress should be provided for the employees of call centers

Work–life balance: Does leadership matter?

This is an author's accepted manuscript of an article published by Emerald in Employee Relations on 10/01/2024, available online: https://doi.org/10.1108/ER-03-2023-0145 The accepted manuscript may differ form the final published version.Purpose: The extant literature on work–life balance (WLB) has generally overlooked the interrelationship between leadership and WLB. Does leadership have any impact on employees' use of WLB policies and practices? To answer this question, this article considers the social exchange theory as well as transformational and transactional leadership in an investigation of the impact of leadership on WLB. Design/methodology/approach: The study employs qualitative data from 32 semi-structured interviews to achieve the study’s objectives. Findings: The research reveals that leadership does matter in WLB. The study findings reveal that both the transactional and transformational leadership styles result in the establishment of strong reciprocal relationships between leaders and employees in terms of using WLB policies and practices. Managers only sanction the use of WLB policies and practices only as a reward for excellent performance or when they are completely sure the outcome will favour the organisation. The study concludes that the desire to achieve WLB has often led many employees to go the extra mile in carrying out their work duties, which is rewarded with an approval to use WLB policies and practices. These non-contractual exchanges emphasise reciprocity and are based on trust. Research limitations/implications: The extent to which the findings of this research can be generalised is constrained by the size and nature of the research sample. Practical implications: Many managers are transactional leaders, and they purposefully allow their employees to use WLB policies and practices only as a reward for meeting targets and for excellent performance. This means that employees who fall short of the required targets and expected performance are not permitted to use WLB policies and practices. This finding implies that such employees experience incessant work–family conflict, which may have negative implications for their work engagement, overall well-being and work performance. Originality/value: This study demonstrates that leadership is relevant to WLB. It shows that transformational leadership is supportive of WLB, as it considers employees' work performance and non-work outcomes. The results and practical implications of this study aids the understanding of the non-contractual exchanges involved in manager–employee relationships, which is crucial for ensuring employees' achievement of WLB and for organisations to achieve their goals.Published versio

Exploring the role of religion in consumer decision-making processes:perspectives on developing nations

The literature is replete with postulations around consumer decision making process. Essentially, the core argument in this issue is that Irrespective of the market offering involved, the consumer pass through a number of stages which begins with need recognition. Conventionally, this is followed by search for information, evaluation of alternatives, decision, and post-purchase evaluation. A number of scholarship efforts have provided variants of this vis-à-vis various decision models that do not necessarily conform to the rational model depicted in the highlighted process. This chapter presents a critical overview of this discourse. Moreover, in view of its all-encompassing form, the chapter offers an eclectic submission on each of the stages in this conventional process in relation to how religion reflect in them to influence consumption in developing nations. A good number of cases and illustrations are presented to accentuate this as relevant to developing nations as the contextual platform for the chapter

Single student-mothers’ work-life balance and the challenges of multiple roles

This is a conference paper presented at the British Academy of Management Conference (August 31-Sept 2) in Manchester, UK. It is shared under a CC BY-NC-ND licence.While the debates concerning work-life balance continue to proliferate among employees of traditional organisations, its importance for students cannot be ignored. This article is based on interviews with 21 single student-mothers who are enrolled in full-time study at university and have other non-academic roles to fulfil. It examines the challenges, consequences, and coping mechanisms of single student-mothers involved in meeting the demands of their multiple roles. The findings highlight the nature of single student-mothers’ work-life balance, lives, and role challenges as well as the consequences of combining multiple competing roles. The findings of this study show that single student-mothers struggle to combine their multiple roles and achieve work-life balance. The study highlights the importance of familial and social support as well as the ‘sister keeper’ initiative in fulfilling multiple role demand and in creating a satisfactory balance between single student-mothers’ different spheres of life. Some recommendations are given for students and university policymakers to address the needs of the growing number of single student-mothers

Influence of Moringa oleifera l. and Adansonia digitata l. leaf meals on performance and egg quality characteristics of Amok layers

twelve-week trial was conducted to assess the influence of dietary inclusion of Moringa oleifera and Adansonia digitata (Baobab) leaf meals on laying performance and egg quality characteristics of Amok layers. A total of 84, point of lay birds were randomly assigned to four dietary treatments namely; T1, control diet without leaf meal; T2, diet containing 2.5% Moringa oleifera Leaf Meal (MOLM), T3, diet containing 2.5% Baobab Leaf Meal (BLM) and T4, diet containing 2.5% MOLM+2.5% BLM. Each treatment had seven replicates with three birds per replicate. Feed intake in T1 and T3 birds did not differ (p>0.05) but was lower (p<0.05) than those of T2 and T4 birds. Diet had no effect (p>0.05) on feed conversion ratio in layers. Body weight gain was higher (p<0.05) in the T1 birds than in the T4 birds. Hen day production was higher (p<0.05) in T3 birds compared with those fed other diets. The T1 birds had lower (p<0.05) hen day production than that of birds fed other diets. Proximate composition of egg did not differ (p>0.05) between the treatments. Dietary inclusion of MOLM, and BLM influenced (p<0.05) the external and internal egg quality traits except egg length and Haugh unit. These results suggest that the inclusion of 2.5% MOLM, 2.5% BLM, and a combination of 2.5% MOLM and 2.5% BLM could be utilized in the diet of layers, without deleterious effects on laying performance and egg quality traits. In this respect, the inclusion of 2.5% BLM seemed to be the best

Stigma hurts: exploring employer and employee perceptions of tattoos and body piercings in Nigeria

This is an author's accepted manuscript of an article published by Emerald in Career Development International on 15/03/2021, available online: https://doi.org/10.1108/CDI-09-2020-0239 The accepted manuscript may differ form the final published version.Purpose: This study draws on social stigma and prejudice to examine the perceptions and beliefs of managers and employees regarding visible tattoos and body piercings, as well as the impact they have on potential employment and human resource management in the global South, using Nigeria as the research context. Design/methodology/approach: The study uses a qualitative research approach, drawing on data from 43 semi-structured interviews with employees and managers in Nigeria. Findings: Contrary to the popular opinion that tattoos and body piercings are becoming more accepted and mainstream in society, this study finds that some Nigerian employers and employees may stigmatise and discriminate against people with visible tattoos and body piercings. The findings of this study suggest that beliefs about tattoos are predicated on ideologies as well as religious and sociocultural values, which then influence corporate values. Research limitations/implications: The extent to which the findings of this research can be generalised is constrained by the limited sample and scope of the research. Practical implications: Religious and sociocultural preconceptions about people with visible tattoos and body piercings have negative implications for the recruitment and employment of such people and could prevent organisations from hiring and keeping talented employees. This implies that talented employees might experience prejudice at job interviews, preventing them from gaining employment. Furthermore, stigmatising and discriminating against people with visible tattoos and body piercings may lead to the termination of employment of talented employees, which could negatively affect organisational productivity and growth. Originality/value: This study provides an insight into the employment relations regarding tattoos and body piercing in Nigeria. The study highlights the need for mild beliefs and positive perceptions about people with visible tattoos and unconventional body piercings. There should be a general tolerance of the individual preference for body art and physical appearance, and this tolerance should be incorporated in organisational policies, which are enactments of corporate culture.Published versio

Examining the Impact of trust on bank-customer relationship management: Evidence from Nigeria

This is the published version of a conference paper delivered at AABD 2021: Academy of African Business and Development 21st Annual Conference and published in the conference proceedings for the meeting. All rights are reserved on this paper.This research investigates the impact of ‘Trust’ on bank-customer relationship management in the Nigerian banking industry, and its roles on their performances over the years. The study is interpretive in nature and involves the conduct of thirteen (13) in-depth interviews on the subject-matter, with banks’ customers in Gombe, Nigeria. It shows that a relationship does exist between Trust, Relationship Marketing and Banks’ Performance indicators. The study also found that trust will change in terms of its influence and effects over the lifecycle of relationship development. It identifies various aspects of trust in banking and they include: Trust in bank’s liquidity position, promise fulfilments, communication systems, staffs, service delivery processes, online systems and physical and cyber security apparatus. These could serve as useful tools for decision making in the banking system. This paper has contributed to the relationship marketing literature by ascertaining the positive role of trust in relationship building and the resultant positive impacts on customer’s retention and bank’s profitability. Various aspects of bank’s trust were also identified for the first time

Stigma hurts: exploring employer and employee perceptions of tattoos and body piercings in Nigeria

Purpose This study draws on social stigma and prejudice to examine the perceptions and beliefs of managers and employees regarding visible tattoos and body piercings, as well as the impact they have on potential employment and human resource management in the global South, using Nigeria as the research context. Design/methodology/approach The study uses a qualitative research approach, drawing on data from 43 semi-structured interviews with employees and managers in Nigeria. Findings Contrary to the popular opinion that tattoos and body piercings are becoming more accepted and mainstream in society, this study finds that some Nigerian employers and employees may stigmatise and discriminate against people with visible tattoos and body piercings. The findings of this study suggest that beliefs about tattoos are predicated on ideologies as well as religious and sociocultural values, which then influence corporate values. Research limitations/implications The extent to which the findings of this research can be generalised is constrained by the limited sample and scope of the research. Practical implications Religious and sociocultural preconceptions about people with visible tattoos and body piercings have negative implications for the recruitment and employment of such people and could prevent organisations from hiring and keeping talented employees. This implies that talented employees might experience prejudice at job interviews, preventing them from gaining employment. Furthermore, stigmatising and discriminating against people with visible tattoos and body piercings may lead to the termination of employment of talented employees, which could negatively affect organisational productivity and growth. Originality/value This study provides an insight into the employment relations regarding tattoos and body piercing in Nigeria. The study highlights the need for mild beliefs and positive perceptions about people with visible tattoos and unconventional body piercings. There should be a general tolerance of the individual preference for body art and physical appearance, and this tolerance should be incorporated in organisational policies, which are enactments of corporate culture

Sustainability on the horizon? An investigation into sustainable banking practices in an emerging economy

This is an author's accepted manuscript of an article published by Emerald in Society and Business Review on 26/04/2024, available online: https://doi.org/10.1108/SBR-09-2023-0275 The accepted manuscript may differ form the final published version.Purpose: This study aims to investigate sustainability practices in the banking industry, focusing on a developing economy. It uses the triple-bottom-line framework to answer the following research question: how do banks in Nigeria conceptualise sustainability, and what role does it play in their banking practices? Design/methodology/approach: This study adopts a social constructivist approach in its exploration of banking sustainability practices in an emerging economy, and the research design is a purpose-based (exploratory) approach. The qualitative data was collected from 33 bank personnel from various bank units and departments through semi-structured interviews to achieve the research objective. Findings: The study reveals a lack of sustainability policies and programmes, as banks focus mainly on profitability. It uncovers unfair treatments of bank workers through casualisation, low wages and work overload. It indicates that most banks in developing countries ignore environmental considerations, as they still carry out paper-based transactions and use diesel-powered generators, which cause various negative environmental impacts. It also confirms that governments and banks in the country are not doing enough to propagate sustainable practices and banks have also not taken advantage of the sustainability concept to promote their brands; instead, they consider it as requiring additional operational costs. Practical implications: The findings demonstrate the need for banks to see sustainability from a marketing point of view and adopt sustainable practices to create additional value that will improve their brand image and enhance their competitiveness. Originality/value: The importance of sustainability in the banking industry in emerging economies is considered a viable means of contributing to the overall development goals of the United Nations as the world tries to preserve the environment. It also highlights the consequences of inaction or unsustainable banking practices.Published versio