CONSUMER CHOICE OF COMMERCIAL BANKS IN NIGERIA
(A STUDY OF ZENITH INTERNATIONAL BANK LIMITED)
By
Author
Presented To
Department of Administration
ABSTRACT
PLEASE NOTE:
The study has examined the quality of Banking services in Nigeria vis-a-vis the changing needs of the customer. It has also articulated how much certain customer attributes affect their choice of commercial banks.
In the course of the study, a review of literature was undertaken. It covered the concept of consumer behaviour and gave a brief history of Bank
Marketing in Nigeria.
The study relied mainly, though, not entirely on primary data. To this end, customers and a few officers of the bank were interviewed.
The results of the study showed that in modern day baking, almost every bank has a slogan proclaiming its commitment to customer satisfaction and
the efficiency of its services. In trying to meet customer needs, banks have learned to focus their operations. They are putting a lot premium on
developing and maintaining intimate relationships with their customers to determine their needs and expectations and knowing how best to meet them.
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