A Pragmatic Approach To Marketing Of Banking Products In Nigeria

Abstract

For banks to survive in the highly competitive Nigerian environment, they need to innovate in marketing and customer relationship management. This article is based on the highlights of a recent survey of the industry and the implications of the findings. The perceptions and attitudes of the contemporary bank customer are examined. Customers' expectations are identified as speed, accuracy and simplicity. Strategies for success are outlined, including as principal elements superior service quality, relationship management and offering customer value.


LBS Management Review Vol.6(2) 2001: 64-74