Özet:

The primary goal of this interdisciplinary paper is to examine whether or not the adoption of depositor-focused marketing tool (Lottery prizes) pays in the Jordanian banking system. The fact that about half of the commercial banks offer lottery (cash) prizes to their customers (depositors), it would be interesting for academics in finance and marketing, bank managers, and bank shareholders, to examine the impact of this marketing policy on the performance of this sector in terms of return on assets and net interest margin. Based on a total of thirteen (13) Jordanian commercial banks and the time period 2002-2012, the results indicate that lottery prizes have a positive and significant impact on the accounting performance of banks. However, this positive impact comes at the expense of bank efficiency. In other words, it is concluded that the extra “cost” incurred by banks that offer cash prizes are “passed on” to their customers in the form of wider net interest margin.

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