REVIEW OF COVID-19 CRISIS AND TELEWORK: MEASURING THE PERFORMANCE OF BANKS’ MARKETERS IN AKWA IBOM STATE, NIGERIA

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  • Imoh Uford PhD, Department of Marketing, Faculty of Management Sciences, Akwa Ibom State University (AKSU), Obio Akpa Campus, Nigeria orcid.org/0000-0003-4618-0345
  • Abasiama Mfon Department of Marketing, Faculty of Management Sciences, Akwa Ibom State University (AKSU), Obio Akpa Campus, Nigeria
  • Imaeka Charles Engr., MBA, ACCA, COREN, School of Business and Society, University of South Wales, Cardiff, Wales, United Kingdom

DOI:

https://doi.org/10.46827/ejmms.v8i2.1515

Klíčová slova:

Covid-19, telework, bank marketers’ performance, Nigeria

Abstrakt

This study measured the relationship between telework during the Covid-19 pandemic lockdown and bank marketers’ performance within Akwa Ibom State, Nigeria. Relevant related literature was reviewed and regular home-based, high mobile and relocated back-office teleworking were adopted as dimensions of telework. The ex-post facto research design was used to investigate the relationships between telework during COVID-19 Pandemic and bank marketers’ performance using the following constructs; ability to achieve sales targets, ability to convert leads to customers, and ability to retain both customers and high net-worth customers. The sample size was determined as 254, using Krejcie and Morgan (1970) sampling table with a 95% confidence level, while 154 usable copies of the questionnaire were submitted indicating a 60.63% respondent rate. Convenience sampling was used to administer the questionnaire via Microsoft form URLs to emails and WhatsApp of respondents. The data were cleaned and analyzed using MS Excel and Power BI respectively, to test the three null hypotheses. The empirical analysis revealed that all three null hypotheses were rejected. This implies a significant positive relationship between the dependent and independent variables in the three hypotheses measured. Although, the ability to retain customers and high net-worth customers had the most significant relationship, with a 0.97 positive influence, however, all female participants (27% of participants) disagreed with meeting their sales target during the Covid-19 pandemic lockdown. This means that the female bank marketers were of the opinion that there is a negative significant relation between telework and bank marketers’ performance. Surprisingly, 33% of females were still willing to continue with extended teleworking probably because of other benefits. Since 55% of respondents agreed to engage in regular home-based telework, 55% also did high mobile teleworking while 36% were involved in relocated back-office telework, which signifies that some bank marketers were involved in more than one dimension of telework. Another minor finding was the fact that there is a very high correlation between high-income earners and willingness to continue teleworking. An area recommended for further studies is the effect of telework on gender-based performance.

 

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Biografie autora

  • Imoh Uford, PhD, Department of Marketing, Faculty of Management Sciences, Akwa Ibom State University (AKSU), Obio Akpa Campus, Nigeria orcid.org/0000-0003-4618-0345

    Dr. Imoh Uford specializes in Brand Management and Consumer Behaviour. Before joining the Akwa Ibom State University (AKSU) in 2018, he had over 12 years of work experience which traverses the Nigerian banking, telecommunications and education (Consulting) sectors respectively. He obtained his Ph.D. (Marketing) degree from the prestigious University of the Witwatersrand, Johannesburg, South Africa. He also holds an MBA (Marketing) degree, B.Sc. (Marketing) degree with a Second Class Honours Upper Division and a Diploma in Business Administration. He is a Full Member of the National Institute of Marketing of Nigeria (MNIMN). Dr. Uford has very good research and data analysis skills, highly creative and imaginative thinking, excellent written and verbal communication skills as well as innovative approach to problem solving. He is a lecturer in the Marketing Department, and Co-ordinator, Centre for Entrepreneurial Studies, AKSU. He is also an investment analyst, with several accomplishments in the Nigerian banking industry as well as many academic publications in both local and international Journals. Dr. Uford sits as a reviewer to many international Journals. He has been awarded Certificate of Recognition as a reviewer by Elsevier Journals and he is open for collaborations within his research interests.

    ORCID: https://orcid.org/0000-0003-4618-0345 

    Google Scholar: https://scholar.google.com/citations?hl=en&user=1o2RegYAAAAJ

    ResearchGate: https://www.researchgate.net/profile/Imoh-Uford

    Academia.edu: https://independent.academia.edu/ImohUford

  • Abasiama Mfon, Department of Marketing, Faculty of Management Sciences, Akwa Ibom State University (AKSU), Obio Akpa Campus, Nigeria

    Dr. Abasiama Mfon holds a PhD in Marketing from the Michael Okpara University of Agriculture, Umudike (MOUAU), Nigeria. She obtained her Bachelor of Science Degree (Marketing), Masters in Business Administration and Masters of Science (Marketing), all from the University of Calabar, Nigeria. She had acquired ten years teaching experience in the private educational sector from 2005 to 2015 before joining the employment of Akwa Ibom State University in 2015. She currently specialises in Service Marketing with some interests in Consumer Behaviour and teaches Marketing courses at both the undergraduate and postgraduate levels in the institution. Abasiama Mfon a hardworking, enthusiastic, positive thinking, self-motivating, result oriented and fast learning person with excellent interpersonal skills. Her goal in life is to achieve excellence by maximally employing time, talents, human and material resources toward personal and group goals attainment.

    Google Scholar: https://scholar.google.com/citations?user=-bJh7e4AAAAJ&hl=en

    ResearchGate: https://www.researchgate.net/profile/Abasiama-Mfon-2

  • Imaeka Charles, Engr., MBA, ACCA, COREN, School of Business and Society, University of South Wales, Cardiff, Wales, United Kingdom

    Engr. Imaeka Charles obtained her B.Eng. in Electrical Engineering (First Class) from the University of Nigeria, Nsukka (UNN). After her graduation, she was offered an appointment by UNN as a lecturer. She served barely over a year before joining Total E. & P, Nigeria, as a Cost Controller in 2014. She has worked in several departments within the organization and has many distinguished accomplishments. In 2018, she was certified as a global accountant by the ACCA, UK while in 2021 she obtained her MBA from the University of South Wales (USW), UK, and was certified by COREN as a Professional Engineer in the same year. She possesses the ability to learn very fast and multi-task different assignments. She is passionate about innovative approach to problem solving and is available for research collaborations within her area of interest.

    Google Scholar: https://scholar.google.com/citations?user=a15th3kAAAAJ&hl=en

    ResearchGate: https://www.researchgate.net/profile/Imaeka-Charles

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Stažení

Publikováno

2023-07-12

Číslo

Vol 8 No 2 (2023)

Sekce

Articles