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THE MARKETING PRACTICES OF SUCCESSFUL BANKS IN NIGERIA: A STUDY OF SELECTED BANKS IN KADUNA
ABSTRACT
Banking in Nigeria has in recent times witnessed a lot of upheavals and challenges in view of structural changes and related developments in the national economy: Subsequently, there is a new dimension to competition and a number of regulatory frameworks from the Central Bank of Nigeria and the Federal Ministry of Finance. Also, the nature of banking itself, is fraught with uncertainty, volatility of interest rales and changing foreign exchange policies and these are pointers to increasing fierce competition in the industry. Therefore, in view of intense competition, marketing has become as imperative as providing service itself. Hence this situation calls for aggressive and persuasive marketing ol banking services using many tools amongst which is innovative marketing strategies, in order to retain and expand the bank’s market share. Where this is lacking, the non-practising bank should anticipate its Waterloo. This research titled – “The Marketing Practices of Successful Banks in Nigeria: A Study of selected Banks”, (the scope which covers a commercial bank, a merchant bank and a community bank) has attempted to examine how these banks have remained successful despite the upheavals that have been recently witnessed. Also looked at is the adoption of the marketing concept by these banks and by implications the marketing strategies employed for enhancing the effectiveness and efficiency of services provided which are determinants to customer patronage. It is hoped that Scholars in the field of Marketing in general and Banking in particular would find this work useful and interesting as a contribution to their field of endeavour.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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