EFFECTIVE MARKETING OF BANKING SERVICES AND CUSTOMER SATISFACTION IN NIGERIA
EFFECTIVE MARKETING OF BANKING SERVICES AND CUSTOMER SATISFACTION IN NIGERIA
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Date
1994-06
Authors
SIMON, TERSOO KPELAI
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Abstract
Marketing has become essential element in management of a modern
bank. However, for long time banking was a s e l l e r ' s market while
most customers had the impression that they were previlege to enjoy the
services of a bank. Traditionally banking operations were regarded
as a business in which marketing had l i t t l e or no role to play. The
traditional approach began to change as bankers realise that marketing
has a role to play in any modern organisation, whether such organisation
is profit - oriented or not. Thus, the bankers traditional approach
of been bank oriented changed to customer - oriented in recent years*
This study was undertaken to examine the application of marketing
tools and techniques in banking operations and the extent to which
marketing can improve the efficiency of banking services in Nigeria
through satisfying customers effectively.
Two sets of Questionnaires were administered for customers
and management staff of the two selected commercial banks.
Our findings shows that marketing tools are quite applicable to
banking business as they are to other tangible products. The
research further revealed that majority of customers are aware of wide
range of services provided by commercial banks, but they are not
satisfied with the present banking operations in Nigeria.
It is suggested that the banks should establish formal marketing
department to be carrying out the functions of marketing. That
Commercial banks should fully computerise their branches and i ts
operations to enable quick counter services for their numerous customers
Description
BEING A RESEARCH PROJECT SUBMITTED TO THE POST GRADUATE
SCHOOL, AHMADU BELLO UNIVERSITY, ZARIA IN PARTIAL
FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE
OF MASTER OF BUSINESS ADMINISTRATION (M.B.A.)
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION
INSTITUTE OF ADMINISTRATION
AHMADU BELLO UNIVERSITY
ZARIA - NIGERIA
JUNE, 1994.
Keywords
EFFECTIVE,, MARKETING,, BANKING,, SERVICES,, CUSTOMER,, SATISFACTION