Effective Marketing Of Banking Services And Customer Satisfaction In Nigeria: A Case Study Of Selected Commercial Banks In Zaria Town

📄 Project 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 find...