STRATEGIC MARKETING MANAGEMENT OF DIFFERENT PENSION CUSTODIAN AMONG STAFF OF THE FEDERAL POLYTECHNIC IDAH, KOGI STATE

This study investigates the strategic marketing management of various Pension Fund Custodians (PFCs) and their impact on the perception and patronage among the staff of the Federal Polytechnic Idah, Kogi State. In the evolving landscape of the Nigerian pension industry, strategic marketing has become a critical tool for PFCs to differentiate themselves and build trust with contributors. The research explores how marketing strategies, including service quality, digital engagement, and relationship management, influence the choices of academic and non academic staff within the institution. Drawing upon the Resource Based View (RBV) and the SERVQUAL model, the study employs a descriptive survey research design, collecting data from 320 staff members of the Federal Polytechnic Idah. The findings reveal that transparency, security of funds, and the ease of digital access are the primary drivers of satisfaction among the staff. Correlation analysis indicates a significant positive relationship between the strategic marketing efforts of PFCs and the level of confidence expressed by the contributors. The study concludes that while the regulatory framework provided by PenCom is robust, PFCs must adopt more personalized and proactive marketing approaches to maintain a competitive edge. Actionable recommendations are provided for PFCs to enhance their service delivery and for the institution's staff to make more informed decisions regarding their pension assets.