REVIEW OF COVID-19 CRISIS AND TELEWORK: MEASURING THE PERFORMANCE OF BANKS’ MARKETERS IN AKWA IBOM STATE, NIGERIA
Abstract
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.
Article visualizations:
Keywords
Full Text:
PDFReferences
Adediran, A. (2021). Teleworking in Nigeria: Issues, Prospects and Challenges. Leadership and Human Resource Management. M.Sc. Thesis in Industrial and Personnel Relations Programme, Department of Sociology, University of Ibadan, Oyo State, Nigeria. [Online]. Available at: https://www.grin.com/document/1140058.
Aguiléra, A., Lethiais, V., Rallet, A. and Proulhac, L. (2016). Home-based telework in France: Characteristics, barriers and perspectives. Transportation Research Part A: Policy and Practice. 92. 1-11. 10.1016/j.tra.2016.06.021.
Bailey, D. E. and Kurland, N. B. (2002). A review of telework research: findings, new directions, and lessons for the study of modern work’, Journal of Organizational Behaviour, 23, 383–400.
Behson, S. (2014). Work-Life Balance: Increase Workplace Flexibility and Boost Performance. Harvard Business Review, March 24, 2014. [Online]. Available at: https://hbr.org/2014/03/increase-workplace-flexibility-and-boost-performance.
Belzunegui-Eraso, A. and Erro-Garcés, A. (2020). Teleworking in the Context of the Covid-19 Crisis. Social & Business Research Laboratory, 12(9), 3662. [Online]. Avalaible at: https://doi.org/10.3390/su12093662.
Boell, S. K., Campbell, J., Cecez-Kecmanovic, D. and Cheng, J. E. (2013). The Transformative Nature of Telework: A Review of the Literature. AMCIS 2013 Proceedings.
Budacia, E. A. and Busuioc, M. F. (2021). The Challenges of Inside Marketing Generated by the new Context of Extended Telework. Journal of Information Systems & Operations Management, 15(1), 42-50.
Catalina, T. V. M. (2010). Concept and Evolution of Bank Marketing, Annals of Faculty of Economics, 1(2), 1165-1168. Available at: https://EconPapers.repec.org/RePEc:ora:journl:v:1:y:2010:i:2:p:1165-1168.
CDC (2020). Symptoms of Coronavirus Disease 2019. Centers for Disease Control and Prevention. [Accessed: 16 February 2020].
Chinomona, R. (2011). Non-mediated channel powers and relationship quality: A case of SMES in Zimbabwe channels of distribution. Unpublished PhD Thesis. National Central University, Taiwan, 1-175.
CBN (2020). Annual Statistical Bulletin. Financial Statistics. Accessed on December, 21, 2021. https://www.cbn.gov.ng/documents.
Churchill, Jr., G. A. (2001). Basic Marketing Research, 4th edition. Ohio, US: South Western Thompson Learning.
Claessens, R. (2004). Marketing of Retail Banking Products: From “Theory” to Practice & Strategic planning implementation, U.B.I. Brussels, Belgium.
Conner, D. S. (2003). Social comparison in virtual work environments: An examination of contemporary referent selection. Journal of Occupational and Organizational Psychology, 76, 133-147.
Ennew C., Watkins T. and Wright, M. (1991). Marketing Financial Services, Butterworth-Heinemann, Oxford, UK.
Etim, G. S., & Uford, I. C. (2019). Measuring the Contributions of Sources of Employee-Based Brand Equity to the Market Performance of Deposit Money Banks in Nigeria. Business and Management Studies, 5(2), 21-33.
Eurofound and the International Labour Office (2017) ‘Working anytime, anywhere: The effects on the world of work, Publications Office of the European Union’, Luxembourg: International Labour Office, Geneva. [Online. Available at: http://eurofound.link/ef1658
Gartner, M. B. (2020). HR Survey finds 52% of organizations’ business operations are continuing at a reduced level: HR leaders are resetting 2020 priorities to drive business outcomes throughout the COVID-19 Pandemic. [Online]. Available at: https://www.gartner.com/en/newsroom/press-releases/2020-06-24-gartner-hr-survey-finds-52--of-organizations--busines
Golden, T. D. (2006). The role of relationships in understanding telecommuter satisfaction. Journal of Organizational Behaviour, 27(3), 319–340.
Hatayama, M., Viollaz, M. and Winkler, H. (2020). Jobs amenability to work from
home: Evidence from skills surveys for 53 Countries. Policy Research Working Paper No. 9241.Washington DC: World Bank.
Huws, U., Jagger, N. and O’Regan, S. (1997). Teleworking and Globalisation: Towards a Methodology for Mapping and Measuring the Emerging Global Division of Labour in the Information Economy. The Institute for Employment Studies, Brighton, UK.
International Labour Office (2020). Teleworking during the Covid-19 pandemic and beyond: A practical guide. International Labour Organization 2020.
International Labour Organisation (2020). Teleworking during the COVID-19 pandemic and beyond: A practical guide. International Labour Office Geneva: July 2020. DOI: https://www.ilo.org/wcmsp5/groups/public/---ed_protect/---protrav/--travail/documents/instructionalmaterial/wcms_751232.pdf
Ionescu, L. (2001). Elemente de Marketing Bancar, Romanian Banking Institute, Bucuresti.
JALA International (2007). What's Telework. JALA International [Online]. www.jala.com/definitions.php
Konradt, U., Schmook, R. and Mälecke, M. (2000a). Implementation of telework and impacts on individuals, organizations, and families: a critical review. In Cooper, C. L. and Robertson Available at: I. T. (eds), International Review of Industrial and Organizational Psychology. Chichester: Wiley, 15, 63–99.
Konradt, U., Schmook, R., Wilm, A. and Hertel, G. (2000b). Health circles for teleworkers: Selective results on stress, strain and coping styles. Health Education Research, 15(3), 327–338. [Online] Available at: https://doi.org/10.1093/her/15.3.327.
Krejcie, R. V. and Morgan, D. W. (1970). Determining Sample Size for Research Activities. Educational and Psychological Measurement, 30, 607-610.
Madsen, S. (2003). The Effects of Home-Based Teleworking on Work-Family Conflict. Available at: https://onlinelibrary.wiley.com/doi/10.1002/hrdq.1049
Mann, S. and Holdsworth, L. (2003). The psychological impact of teleworking: stress, emotions and health. New Technology, Work and Employment, 18(3), 196-211.
Mfon, A & Uford, I. (2022). Consumer Preference Survey of De Choice Fast Food in Uyo Metropolis, Akwa Ibom State, Nigeria. British Journal of Marketing Studies, 10(2), 13-34.
Nätti, J., Tammelin, M., Anttila, T. and Ojala, S. (2011). Work at home and time use in Finland. New Technology, Work and Employment 26(1), 68-77.
Nilles, J. M. (1994). Making Telecommuting Happen: A guide for Telemanagers and Telecommuters. VanNostrand Reinhold, New York.
Odobescu, E. (2007). Marketingul Bancar Modern, Ed. Sigma, Bucuresti, Romania.
Olszewski, P. and Mokhtarian, P. L. (1994). Telecommuting frequency and impacts for state of California employees. Technological Forecasting and Social Change, 45, 275–286.
Omenogor, E. R. (2005). Marketing Strategies in the Nigerian Banking Industry: A Case Study of Zenith Bank Plc. MBA (Marketing) Thesis, Department of Marketing, University of Nsukka, Enugu Campus, Enugu State, Nigeria.
Rodríguez-Modroño, P. and Lopez-Igual, P. (2021). Job Quality and Work—Life Balance of Teleworkers. International Journal of Environmental Research and Public Health, 18, 3239. DOI: 10.3390/ijerph18063239.
Sardeshmukh, S. Sharma, D. and Golden, T. (2012). Impact of telework on exhaustion and job engagement: a job demands and job resources model. New Technology Work and Employment. [Wiley Online Library]. Available at: https://onlinelibrary.wiley.com/doi/10.1111/j.1468-005X.2012.00284.x
Song, Y. and Gao, J. (2019). Does telework stress employees out? A study on working at home and subjective well-being for wage/salary workers. Journal of Happiness Studies, 21(7), 2649–68.
Teau, A. and Protopopescu, C. E. (2015). Key performance indicators: Management tools for sales improvement. Revista Romania de Statistical Supplement, 6, 67-71.
Uford, I. (2017). Customer and employee-based brand equity driving United Bank for Africa market performance. Published PhD Thesis, University of the Witwatersrand, South Africa, 1-227.
Uford, I. C. (2021a). Teleworking and Stress Factor Amidst COVID-19 Pandemic in Total Nigeria, Journal of Marketing Management and Consumer Behaviour, 3(2), 48-72.
Uford, I., & Duh, H. I. (2021b). Measuring the Sources and Outcomes of Customer Based Brand Equity in a Service Industry. African Journal of Business & Economic Research, 16(2), 245-266.
Uford, I., Charles, I., & Ekong, J. (2022). The COVID-19 Crisis and Regular Telework: The Effect of Stress on the Nigerian Oil and Gas Employees’ Work Perception. European Journal of Management and Marketing Studies, 7(2), 179-199. Available at: https://oapub.org/soc/index.php/EJMMS/article/view/1252. Date accessed: 04 July 2023.
Wardoyo, P. and Rusdianti, E. (2019). Efforts to Improve Bank Marketing Performance. Integrated Journal of Business and Economics. 3. 268. DOI: 10.33019/ijbe.v3i3.190.
Weinert, C., Maier, C. and Laumer, S. (2015). Why are teleworkers stressed? An empirical analysis of the causes of telework-enabled stress. Wirtschaftsinformatik Proceedings, p. 94.
Zikmund, W. G. and Babin, B. J. (2010). Exploring Marketing Research, 10th edition, Cengage Learning, China.
DOI: http://dx.doi.org/10.46827/ejmms.v8i2.1515
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Imoh Uford, Abasiama Mfon, Imaeka Charles
This work is licensed under a Creative Commons Attribution 4.0 International License.
The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.
Copyright © 2017-2023. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing Group. All rights reserved.
This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.
