Impact of Marketing Strategies on Organizational Performance: a Study of Jaiz Bank, Ilorin, Nigeria

This study examined the impact of marketing strategy on organizational performance: A study of Jaiz Bank in Ilorin Metropolis, Kwara State, Nigeria. The objectives of this study were to: (i) assess how the elements of the marketing mix (product, price, place, promotion, people, process, and physical evidence) influence customer satisfaction in Jaiz Bank; (ii) examine the extent to which the application of STP (segmentation, targeting, and positioning) strategies affects customer loyalty in Jaiz Bank; (iii) evaluate how Jaiz Bank’s branding strategy contributes to its brand image; and (iv) evaluate how Jaiz Bank’s corporate social responsibility (CSR) strategy influences customer trust. Descriptive research design was adopted for the study. The study focused on customers of Jaiz Bank in Ilorin metropolis; a sample size of 384 was determined using Godden’s (2004) infinite sample size formula. Descriptive analysis was used to summarize demographic data, while multiple linear regression was employed to test the hypotheses at a 0.05 significance level. The results of the study showed that (R square = 0.501, P = 0.000, β = 0.708, t = 18.241) for hypothesis one; (R square = 0.508, P = 0.000, β = 0.713, t = 18.505) for hypothesis two; (R square = 0.609, P = 0.000, β = 0.781, t = 22.722) for hypothesis three; and (R square = 0.616, P = 0.000, β = 0.785, t = 23.051) for hypothesis four. The study concluded that the marketing mix, STP strategies, branding strategy, and CSR strategy all have significant effects on customer satisfaction, customer loyalty, brand image, and customer trust respectively. Therefore, it recommended that Jaiz Bank should continue to strengthen its marketing strategies, invest in customer-focused product development, emphasize brand differentiation through ethical banking, and deepen CSR initiatives to foster trust and long-term customer loyalty.