THE EFFECT OF MARKETING ON SERVICES DELIVERY IN NIGERIA BANKS A CASE STUDY OF UNION BANK PLC

ABSTRACT

Marketing is a new phenomenon in the Nigerian banking sectors.  Banks in general were slow in embracing the marketing concept. Prior to 1986 banks were practicing armchair banking with little innovation.  But with the advent of SAP (Structural Adjusted Programme) in 1986, the entire economy was liberalized and many new banks came into existence. Consequently, the banking environment became very competitive and banks have no option than to imbibe in marketing philosophy. In carrying out this research study, an attempt has been made to find out and establish the relationship between three important aspects of bank marketing, namely, marketing efforts, product innovation quality of service and its effect on customer patronage. These innovations services of the bank have largely helped in retaining existing customers and also creating potential customers.

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