THE MARKETING OF FINANCIAL SERVICES AND CUSTOMERS RESPONSE IN NIGERIAN BANKING INDUSTRY: A CASE STUDY OF NIGERIA ARAB BANK LIMITED
THE MARKETING OF FINANCIAL SERVICES AND CUSTOMERS RESPONSE IN NIGERIAN BANKING INDUSTRY: A CASE STUDY OF NIGERIA ARAB BANK LIMITED
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Date
1998-08
Authors
OLADIGBOLU, Funke Olayide
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Abstract
The marketing of financial services is a recent development in the
banking industry. This has been necessitated as a result of the increase in the
number of licensed banks which resulted in keener competition and the fall
in the interest rate paid on deposits which has made saving unattractive.
As a result, emphasis shifted to the quality of services rendered
thereby giving birth is the need to market financial services. It is as a result
of this development that some commercial banks modified their Credit
Department to "Credit and Marketing".
In view of the need is market financial services, the service range of
commercial banks have been widened by the introduction of new products
such as electronic funds transfer, equipment leasing, cash management,
payroll accounting, bills collection, portfolio management of trust accounts,
financial advice amongst Others.
Customers on the other hand are interested in the rendition of quality
and timely services which would eventually affect their businesses
positively.
Description
BEING A PROJECT SUBMITTED TO THE POSTGRADUATE SCHOOL IN
PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE
DEGREE OF MASTER OF BUSINESS ADMINISTRATION (MBA) OF AHMADU
BELLO UNIVERSITY, ZARIA
DEPARTMENT OF BUSINESS ADMINISTRATION,
FACULTY OF ADMINISTRATION,
AHMADU BELLO UNIVERSITY
AUGUST, 1998
Keywords
MARKETING,, FINANCIAL,, SERVICES,, CUSTOMERS,, NIGERIAN, BANKING,, NIGERIA, ARAB BANK,