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| Influence of Environmental Variables on Marketing Executives' Performance in Deposit Money Banks in South East, Nigeria |
Dr. Nebo, Gerald Nwora
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Abstract:
This study examined the influence of environmental variables on marketing executives' performance in Deposit Money Banks in South East Nigeria. The specific objectives include: (i) to determine the influence of environmental variables on marketing executives' sales target performance in deposit money banks in South-East Nigeria and (ii) to ascertain the influence of environmental variables on marketing executives', qualitative performance in deposit money banks in South-East Nigeria. Quantitative survey research design methodology was adopted for the study. Primary data was gathered from 334 bank marketing executives and 219 bank branch managers using structured questionnaire. Secondary data was gathered from sales records supplied by 219 bank branch managers. Multiple Analysis of Covariance (MANCOVA) tool was used for testing the hypotheses. After data analysis, findings revealed that: environmental variables have significant positive influence on marketing executives' sales targets performance in deposit money banks in South East, Nigeria and (ii) environmental variables have significant positive influence on marketing executives' qualitative performance in deposit money banks in South East, Nigeria. It was recommended that bank managers should pay adequate attention to those specific environmental variables (sales territory potential, competition, target setting, workload, bank products, bank service charges, branch accessibility and bank policy) that have significant influence on both sales targets and qualitative performance of marketing executives by (i) adjusting those internal controllable factors found to have negative influence on performance of marketing executives (ii) ensuring that marketing executives working in a more competitive and difficult environments are not judged the same way with those that work in a more friendly sales regions (iii) marketing executives assigned to work in more troubled sales territories should be given more incentives to boast their morale relative to those that work in a less constraining environment.
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