MARKETING INNOVATION AND BUSINESS PERFORMANCE OF SELECTED COMMERCIAL BANKS IN OGUN STATE.
Abstract
In today's dynamic and global competitive environment,innovation is becoming more pertinent
for organization,mainly due to three major trends:concentrated international competition,
disjointed and challenging markets,and assorted and swifily changing technologies.Marketing
innovation has been recognized as the most critical components in the globalized and competitive
seting of today.The general objective of this study is to examine the relationship betveen
marketing innovation and business performance of selected commercial banks in Ogun state,
Nigeria.The study adopted a survey research design and the hypothesesformulated were analyzed
using regression analysis.The findings of the study revealed that there is a relationship berween
marketing innovation and business performance ofselected commercial banks in Ogun state at
(0.01)significant level (2-tailed).The study recommend that Banks in Nigeria especially Ogun
State need to improve on its quality ofproducts and services which bears on customer satisfaction
levels.It is important to note at this point that products,process,and technology have an
interactive effects on each other which should be well configured in order to achieve a superior
performance..
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