Title: Role Perception as a Predictor of Marketing Executives Performance in Deposit Money Banks In South East, Nigeria
Authors: Dr. Nebo, Gerald Nwora
Volume: 4
Issue: 9
Pages: 82-96
Publication Date: 2020/09/28//
Abstract:
This study examined role perception as a predictor of marketing executives’ performance in deposit money banks in South East Nigeria. The specific objectives include: (i) to determine the influence of role perception on marketing executives’ sales target performance in deposit money banks in South-East Nigeria and (ii) to ascertain the influence of role perception on marketing executives’ qualitative (behavioral) 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 already existing sales target 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: role perceptions of the marketing executives in Nigerian deposit money banks have significant negative influence on their sales target performance (ii) role perceptions of the marketing executives in Nigerian deposit money banks have significant negative influence on their qualitative (behavioral) performance and (iii) perceived unrealistic, inflexible, unfair, unclear sales targets, perceived role conflict, role ambiguity and role inaccuracy contributed significantly to negative perceptions of marketing executives’ roles and negative influence on both their sales targets volumes and qualitative (behavioral) performance. Adequate training, close supervision, participation of marketing executives in target setting process, realistic targets and marketing executives’ job experience were recommended to management as measures to reduce role conflicts, role ambiguities, role inaccuracies and to change the negative perceptions marketing executives have about their roles in Nigerian deposit money banks