DEVELOPING AND MARKETING COMMERCIAL BANKS SERVICES IN NIGERIA: A CASE STUDY OF SELECTED BANKS
DEVELOPING AND MARKETING COMMERCIAL BANKS SERVICES IN NIGERIA: A CASE STUDY OF SELECTED BANKS
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Date
1998-10
Authors
OLATOUN, Odedele Iyabo
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Abstract
As the world is at the verge of entering the 21 st Century, there are changes towards every phase of
our society. The computer age has replaced many manual approaches to work and technology.
In the banking industry too this change is glaring. Traditionally banking operations were
regarded as a business in which marketing had little or no role to play. However, with serious
competition, the attitude began to change as bankers realized that marketing had a role to play
in any modern organization.
This study is undertaken to examine the developing and marketing of commercial bank product/
services in Nigeria, and the extent to which marketing can improve the efficiency of banking
services in Nigeria.
Two set of Questionnaire, were administered on customers and management staff of the two
selected banks.
The researchers findings reveal that marketing of services is relevant to the banking industry as
it is to other service organization. The research further revealed that majority of customers are
aware of the wide range of services produced by commercial banks, but they are not satisfied
with the present banking operation in Nigeria.
It is suggested that banks should involve their customers into decision making as well as
establishing formal marketing departments to take care of this customers needs.
Description
ESENTJED TO DEPARTMENT OF
BUSINESS ADMINISTRATION
AHMADU BELLO UNIVERSITY ZARIA
IN PARTIAL FULFILMENT OF THE
REQUIREMENTS FOR THE AWARD OF MASTER
DEGREE IN BUSINESS ADMINISTRATION
OCTOBER, 1998
Keywords
DEVELOPING,, MARKETING,, COMMERCIAL,, BANKS,, SERVICES,, NIGERIA, CASE,, STUDY,, SELECTED,, BANKS,