AN EVALUATION OF THE MARKETING STRATEGIES OF SERVICE INDUSTRIES IN NIGERIA. A COMPARATIVE STUDY OF UNION BANK PLC AND INLAND BANK PLC.
AN EVALUATION OF THE MARKETING STRATEGIES OF SERVICE INDUSTRIES IN NIGERIA. A COMPARATIVE STUDY OF UNION BANK PLC AND INLAND BANK PLC.
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Date
1998-10
Authors
MOHAMMED, Abubakar Aishatu
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Abstract
Given the competitive nature of the business world today, firms must be
up and doing in order to meet the ever-increasing challenges of the
economy. One vital way to succeed is for a firm to be able to strategically
market its products or services.
The banking industry, which is the focus of this study, is in business
to render services. Therefore, the commercial banks must be prepared
not just to provide the services, but to do so qualitatively and aggressively
if they must survive.
Gone are the days When banking was viewed as a "sellers market" whereby
customers had the impression that they were priviledged to enjoy the
services of a bank. Today it is the turn of the bankers to go out and
seek for customers and also strive to retain them by identifying their
various needs and satisfying them.
This study was done to review the marketing strategies of Union Bank Plc
and Inland Bank Plc.
The findings have shownthat the two banks have only just begun to grasp
the full meaning and understanding of marketing and its application to
business. Even then, there are still to be found traits of poor staff
attitude to customers, long delays in banks, lukewarm attitude of management
towards rural banking, among others.
Description
A PROJECT SUBMITTED TO THE POSTGRADUATE SCHOOL, AHMADU BELLO
UNIVERSITY ZARIA, IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR
THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION
(M.B.A.)
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION
AHMADU BELLO UNIVERSITY
ZARIA.
OCTOBER, 1998
Keywords
EVALUATION,, MARKETING,, STRATEGIES,, SERVICE INDUSTRIES,, NIGERIA, COMPARATIVE STUDY,, UNION BANK PLC,, INLAND BANK PLC.