AN EVALUATION OF THE DEVELOPMENT AND MAINTENANCE OF GOOD CUSTOMER RELATIONS IN THE BANKING INDUSTRY IN NIGERIA: A CASE STUDY OF SAVANNAH BANK OF NIGERIA PLC
AN EVALUATION OF THE DEVELOPMENT AND MAINTENANCE OF GOOD CUSTOMER RELATIONS IN THE BANKING INDUSTRY IN NIGERIA: A CASE STUDY OF SAVANNAH BANK OF NIGERIA PLC
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Date
2002-06
Authors
ADERONMU, MATTA THERESA
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Abstract
The customer is king@ is an old adage in the business world. In today=s intensely
competitive environment there are a few, if any, issues of greater importance than
the issue of winning and retaining profitable customers through the building of
relationships that last.
The customer is central to every business. Every business organization implicitly
needs insight and practical advise on what it takes to win and keep customers. It is
therefore of serious concern that not many banks in the Nigerian economy have
caught this vision. Most banks stop at attracting customers while the more
important issue of retaining these customers is given little or no attention.
This study reviews a few authors= approaches to the subject of creating lasting
relationships with customers. An assessment of the Nigerian banking industry
reveals that Nigerian banks need to do a lot more to create sustainable
relationships with their customers.
Increasing educational qualifications is creating more awareness among the
Nigerian bank customers. This means that their expectations are high and complex.
A bank that desires to survive and grow must continuously create innovative ways
of meeting the ever changing needs of her customers. The key to success is TOTAL
CUSTOMER SATISFACTION WITH A FOCUS ON RELATIONSHIP.
The result of customer focus initiatives are very clear - loyal customers, loyal
employees, good corporate image, greater profitability and increased earnings.
Description
A RESEARCH PROJECT PRESENTED TO THE POSTGRADUATE SCHOOL OF THE AHMADU
BELLO UNIVERSITY, ZARIA, IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE
AWARD OF MASTER OF BUSINESS ADMINISTRATION DEGREE OF AHMADU BELLO
UNIVERSITY, ZARIA, NIGERIA
Keywords
EVALUATION,, DEVELOPMENT,, MAINTENANCE,, GOOD,, CUSTOMER,, RELATIONS,, BANKING INDUSTRY,, NIGERIA, CASE STUDY,, SAVANNAH BANK