CONSUMER CHOICE CRITERIA IN BANK SELECTION IN NIGERIA
CONSUMER CHOICE CRITERIA IN BANK SELECTION IN NIGERIA
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Date
1999-06
Authors
TORKULA, EVELYN LARABA
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Abstract
This Thesis is aimed at ascertaining what criteria inform the choice of a bank by the
consumer in Nigeria.
Customers of two sampled Banks Savannah Bank Plc and Diamond Bank Limited were
randomly administered questionnaires. Eighty questionnaires where distributed to both Savannah
Bank Plc and Diamond Bank Customers.
The hypothesis put forward was as follows:-
HO: Total Quality Management is not fully operational in the bank
HI: Total Quality Management is fully operational in the bank.
The X2 (Chi-Square) statistic and percentages used in testing the data show that the
customer is attracted to a Bank that has total quality management rather than by one specific
criteria. Of the two Banks sampled, total quality is operational, but the level of existence in
Diamond Bank is higher than that in Savannah Bank Plc. To this end, Diamond Bank has a
bigger deposit base than Savannah Bank. Among the recommendations made are: for any Bank
to attract a wide range of consumers and thus build a huge deposit base, the Bank must offer its
bundle of utilities (Services) on a platter of Total Quality Management.
Description
A THESIS SUBMITTED TO POST GRADUATE
SCHOOL, AHMADU BELLO UNIVERSITY ZARIA, IN
PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR MASTERS DEGREE IN BUSINESS
ADMINISTRATION (M.B.A.)
Keywords
CONSUMER,, CHOICE CRITERIA,, BANK SELECTION,, NIGERIA