EFFECTS OF TECHNOLOGICAL AND MARKETING ALLIANCES ON PERFORMANCE OF DEPOSIT MONEY BANKS IN MAKURDI, NIGERIA

OLORUNTOBA, Jeremiah G.
Department of Business Administration
Joseph Sarwuan Tarka University, Makurdi Benue State, Nigeria
jeremiaholoruntoba.oj@gmail.com
JATO, Terungwa P. J.
Department of Business Administration
Joseph Sarwuan Tarka University, Makurdi Benue State, Nigeria
jeremiaholoruntoba.oj@gmail.com
ABSTRACT
The study examined the effects technological alliance and marketing alliance on performance of deposit
money banks in Makurdi, Benue State, Nigeria. Primary data was obtained from a sample of 167
respondents with the aid of a systematic questionnaire. Both descriptive (i.e., chart and tables) and
inferential (i.e., multiple linear regression) statistics were used to evaluate the data and determine how a
technological and marketing alliances affect deposit money banks’ performance. The outcome of the
regression analysis shows that performance of the deposit money banks in Makurdi is significantly
positively affected by technology alliance and marketing alliance. It was determined that technology
advancements and marketing alliances are factors influencing banks’ performance. The study thus suggests
that deposit money banks that seek improved performance form and strengthen technological and marketing
alliances.
Keywords: Alliance, banks’ performance, marketing alliance, technological alliance