ASSESSING THE LEVERAGE EFFECT OF E-MARKETING ON PERFORMANCE OF COMMERCIAL BANKS
Abstract This study examines the leverage effect of E-marketing on performance of commercial banks in Nigeria. The main objective is to investigate how the adoption of internet marketing enhances banking services in Nigeria. The study is a survey approach with sample of 180 respondents (employees & customers) drawn from four generation banks in the country, representing 65 percent of the total population (280). The data was analyzed using Descriptive Statistics ...
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