Open AccessDirect selling strategies and customers loyalty in the Nigerian deposit money banks
Author(s) -
Okoro Uzochukwu
Publication year - 2021
Publication title -
international journal of business, economics and management
Language(s) - English
Resource type - Journals
ISSN - 2632-9476
DOI - 10.31295/ijbem.v4n1.1314
Subject(s) - respondent , loyalty , descriptive statistics , business , marketing , consistency (knowledge bases) , loyalty business model , sample (material) , population , reliability (semiconductor) , statistics , computer science , mathematics , service (business) , power (physics) , chemistry , demography , physics , chromatography , quantum mechanics , sociology , political science , service quality , law , artificial intelligence
Direct Selling has become a veritable part of business success story particularly in the deposit money bank of Nigeria. The main objective of this study is to examine the effect of direct selling strategies on customers loyalty in the Nigerian deposit money banks. Primary data was used for the study. The data were collected through a structured questionnaire. The study adopted the cross-sectional survey research design method. The population of the study was 812 employees from selected deposit money banks (Zenith Bank, GTBank, UBA, First Bank and Fidelity Bank) in Delta State. A total number of 260 respondents were selected as the sample size. To validate the instrument, face and content validity were adopted. To verify the reliability of the research constructs, the internal consistency analysis and item-to-total correlation was applied to identify the internal consistency reliability of the constructs. Descriptive statistics were used to analyze the responses of the respondent background profile and also to reveal the pattern of responses from each of the constructs in the sub-scale. Multiple regression analysis was adopted to analyze the effect of the variables of direct selling strategies on customers loyalty.