CONSUMER CHOICE CRITERIA IN BANK SELECTION IN NIGERIA
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Author
Presented To
Department of Administration
ABSTRACT
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This Thesis is aimed at ascertaining what criteria inform the choice of a bank by the consumer in Nigeria. Customers of two sampled Banks Savannah Bank Plc and Diamond Bank Limited were randomly administered questionnaires. Eighty questionnaires where distributed to both Savannah Bank Plc and Diamond Bank Customers. The hypothesis put forward was as follows:- HO: Total Quality Management is not fully operational in the bank HI: Total Quality Management is fully operational in the bank. The X2 (Chi-Square) statistic and percentages used in testing the data show that the customer is attracted to a Bank that has total quality management rather than by one specific criteria. Of the two Banks sampled, total quality is operational, but the level of existence in Diamond Bank is higher than that in Savannah Bank Plc. To this end, Diamond Bank has a bigger deposit base than Savannah Bank. Among the recommendations made are: for any Bank to attract a wide range of consumers and thus build a huge deposit base, the Bank must offer its bundle of utilities (Services) on a platter of Total Quality Management.
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