UTILIZATION OF INFORMATION RESOURCES BY MARKETERS OF COMMERCIAL BANKS FOR ENHANCED CUSTOMERS SERSVICES IN KOGI STATE NIGERIA

Abstract

The study was designed to investigate the information resource utilization of commercial bank marketers for enhanced customer service in Kogi state: challenges and prospects. Two research questions were formulated to guide the study. Literatures on information utilization were reviewed in conducting this research; the researcher used a descriptive survey design which was considered most appropriate for this study. The study was conducted in Kogi state Nigeria with a population of two hundred and nine (209) commercial bank marketers. A total of 209 copies of the questionnaire were distributed and 207 were filled and returned for the study. Data obtained from the questionnaires was analyzed using mean, percentages, and standard deviation and this formed the basis of the detailed analysis, conclusions, and recommendations. Findings from the study revealed that information resources such Internet, market reports, magazines, Infopol, etc. were highly needed, while other information resources were moderately needed. Based on the findings, it was recommended that there should be adequate provision of different types of information resources, The banking system should improve internet connectivity so that marketers can make effective use of it, The marketers should be given time to study to improve themselves and the banking services, training for commercial bank marketers in having technology that will enable them to access needed information on the internet should be encouraged.