EFFECTIVE MARKETING OF BANKING SERVICES AND CUSTOMER SATISFACTION IN NIGERIA
EFFECTIVE MARKETING OF BANKING SERVICES AND CUSTOMER SATISFACTION IN NIGERIA
| dc.contributor.author | SIMON, TERSOO KPELAI | |
| dc.date.accessioned | 2014-03-10T09:33:48Z | |
| dc.date.available | 2014-03-10T09:33:48Z | |
| dc.date.issued | 1994-06 | |
| dc.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. | en_US |
| dc.description.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 | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/3554 | |
| dc.language.iso | en | en_US |
| dc.subject | EFFECTIVE, | en_US |
| dc.subject | MARKETING, | en_US |
| dc.subject | BANKING, | en_US |
| dc.subject | SERVICES, | en_US |
| dc.subject | CUSTOMER, | en_US |
| dc.subject | SATISFACTION | en_US |
| dc.title | EFFECTIVE MARKETING OF BANKING SERVICES AND CUSTOMER SATISFACTION IN NIGERIA | en_US |
| dc.type | Thesis | en_US |