Entrepreneurial Marketing and Organizational Performance of Deposit Money Banks in Rivers State, Nigeria
Ikekpeazu Nkechinyere *
University of Port Harcourt, Rivers State, Nigeria.
Emeka J. Okereke
University of Port Harcourt, Rivers State, Nigeria.
Clifford Ofurum
University of Port Harcourt, Rivers State, Nigeria.
*Author to whom correspondence should be addressed.
Abstract
This study examined the relationship between entrepreneurial marketing and organizational performance of deposit money banks in rives state. The cross-sectional survey was employed and a population of 170 managers and supervisors of deposit money banks were covered. However, a sample size of one hundred and eighteen (118) employees of 16 Deposit Money Banks were covered. Copies of questionnaire were administered to respondents. The simple random sampling technique was employed and data were analysed using Structural Equation Modelling. The findings revealed a significant relationship between the dimensions of entrepreneurial marketing (Proactiveness and value creation) and organisational performance. It was concluded that the ability of the deposit money banks to enhance their entrepreneurial marketing in terms of increased proactiveness and innovativeness will cause increased organizational performance. The study recommend that management of the deposit money banks should have a long-term orientation regarding the operations of their business will enable them to perform effectively in the industry.
Keywords: Entrepreneurial marketing, proactiveness, value creation, organizational performance, competitive advantage, customer’s satisfaction