THE IMPACT OF CREDIT CARD ON THE MARKETING OF ACTIVITIES OF ZENITH BANK IN NIGERIA
ABSTRACT
The study focused on the impact of Credit card on the marketing activities of banking services, using Zenith bank plc as a case study. This research was necessitated by among others the need to determine the impact of credit cared on the marketing activities of banking services in Nigeria with special emphasis in Enugu metropolis. Data were collected from respondents in metropolitan areas. The objectives of the study are among others. – To determine the degree of appreciation of the credit cards by the Nigerian banks. – To ascertain whether credit card is a welcomed development or to maintain the conventional way of banking system in Nigeria. To accomplish these objectives a survey research was initiated with questionnaire as the major instrument for primary data collection. Second data used for the study was sourced from textbooks, periodicals, and other published materials. The sample size for the project was statistically determined. Data collections with the instrument of questionnaire were presented using tables and percentage while the hypothesis were tested using the chi-square and to test statistics. In the hypothesis testing we found out that (i) There is a reasonable appreciation of credit card and amongst Nigerians. (ii) There is positive impact of credit care on marketing of banking services in Nigeria. (iii) Nigerian banks are currently prepared for the challenges of credit card of system. The study came out with a number of finding as it was able to establish the advent of the credit card in Nigeria banking services have tremendously facilitated and grossly expedite all activities to be easy and fast for the banks, while to the customer they believe that it has been convenient and timely. The important finding includes: (1) That the bank is strong enough to tackle any future challenges that might occur efficiently and efficiently. (2) That there are adequate solutions to the problem whenever this is lost or damage of credit cared. (3) That the Nigerian banks appreciate credit card as an indispensable tool for modern business transaction. The following recommendations were given; Since credit cards are being appreciated and preferred by the banking industries in Nigeria to the cards, it is therefore recommended that they should be regularly owned/used and install in other financial institution and in order to achieve effective and efficient transactions and services.