Marketing ethics and competitiveness: A study of deposit money bank in Nigeria

Adetayo, Adeola E. Olabisi Onabanjo University, Ago- Iwoye, Ogun State, Nigeria.
Worimegbe, Powel M. Olabisi Onabanjo University, Ago- Iwoye, Ogun State, Nigeria.
Eze, Benneth U. Hallmark University, Ijebu Itele, Ogun State, Nigeria.
Abstract

Practicing ethics in marketing means applying standards of fairness, or moral rights and wrongs, to marketing decision making, behavior, and practice in the organization. The study seeks to examine how marketing ethics (honesty, transparency, and autonomy) affect organizational competitiveness. The survey research design was adopted to produce and present an accurate description of variables relevant to the study. Three Deposit Money Bank were selected, which are Zenith Bank Nig. Plc, First Bank Nig. Ltd and Guaranty Trust Bank Plc. The population of the three Deposit Money Bank based on their financial statements as at March 2020 is 28.3 million (First Bank, 10 million; Zenith Bank, 6.5 million and GTBank, 11.8 million). The sample size is 400 at 95% confidence level and 5% margin based on Taro Yamane formula. The primary source of data was used through a self- structured administered questionnaire to the respondents. The study employed regression in the estimation of models. Findings revealed that honesty, transparency, and autonomy have a positive, significant, and combined effect on organizational competitiveness. The study recommends that banks should take emphasis more on transparency and honesty to achieve and sustain corporate competitiveness and in meeting up with the customers' expectations.

Keywords: Marketing ethics, honesty, transparency, autonomy, and competitiveness

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Notes on contributors
Adetayo, Adeola E. Olabisi Onabanjo University, Ago- Iwoye, Ogun State, Nigeria.


Worimegbe, Powel M. Olabisi Onabanjo University, Ago- Iwoye, Ogun State, Nigeria.


Eze, Benneth U. Hallmark University, Ijebu Itele, Ogun State, Nigeria.
Suggested citation
Adetayo, A. E., Worimegbe, P. M., Eze. U. (2020). Marketing ethics and competitiveness: a study of deposit money bank in Nigeria. Skyline Business Journal. 16(1), pp 1-12. DOI: https://doi.org/10.37383/SBJ160101