Recognition Need of Marketing Executives in Nigeria Banks: A Meta Analysis

Abstract

The behavioral factors that relate to the individual’s needs and to the conditional links between performance and rewards and between effort and performance could be necessary topics for organizational effectiveness. However, motivational programs often fail because they could appeal to wrong needs. Therefore, this study was an attempt to identify the specific needs of the marketing executives in Nigerian banks in order to determine how to motivate them to satisfy those needs. The study was guided by the need theories which suggest that to motivate their workforces, managers should determine what needs people are trying to satisfy in organizations and then ensure that people receive outcomes that satisfy these needs when they perform at a high level and contribute to organizational effectiveness. A sample of 303 marketing executives in selected banks in Nigeria was determined using the finite multiplier. The result obtained shows an F-value of 62.713 (P<0.05) for the Levene’s Test of Equality of Error of variance, which indicates that the error of variance of the dependent variable is equal across groups, and presents a similarity in results. With P-values < 0.05, the results generated are not due to chance, thus are correct and significance. Having adjusted r-squared value that is 0.894, it is determined that 89.4% of change is caused by the independent variable. Based on this, the null hypothesis is rejected. Hence, information about what is happening around the work-place is one of the most important needs of marketing executives in Nigerian banks, as it does help in cultivating and maintaining mutually satisfactory relationship between the manager and the subordinates. The finding shows that the needs of marketing executives in Nigerian banks could be ordered as follows: recognition, physiological expressed in good wages, and security. Recognition in this study is identified with the need for information, because recognition could be expressed in giving the marketing executives information about his work. What is worthy of note about this finding is that information and recognition needs have the same significance in terms of need structure, and that recognition-the fourth need on Maslow’s need hierarchy could be scored basic to marketing executives in Nigerian banks. So, recognition may have a high place in the Nigerian cultural values for motivation at collective work systems. This indicates that the motivation theories by the behavioral scientists conform to the desires of marketing executives according to individual developmental levels, and according to the bank system. This suggests that Nigerian culture places emphasis on information and recognition, over which some of the advanced countries drag their feet. This is a fact that deserves serious attention in the search for a Nigerian motivation system. It is recommended that bank managers should identify the fundamental value that conditioned this approach to include the following values: (1) emphasis on a flow of information from the bottom up; (2) making top management the facilitator of decision-making rather than the issuer of edicts; (3) using middle managers as the impetus for, and shaper of solutions to the problems of marketing executives; (4) stressing consensus as the way of making decision; and (5) paying close attention to the personal well-being of marketing executives.

Keywords

Recognition Need, Marketing Executives, Need theories, Nigerian Banks, Meta Analysis, Finite Multiplier, Informational Role Hierarchy of Needs.