Marketing Of Commercial Bank’s Services

Commercial banks in Nigeria offer services such as cash deposit, agency services, and provide credit facilities like overdrafts and loans, which are central to their operations. Effectively carrying out these services requires the use of marketing strategies.

Marketing is a relatively new discipline in the Nigerian service industries, including banking, where its absence previously led to strained bank-customer relationships and a decline in service quality. Today, banks employ various marketing strategies such as promotional pricing, distribution channels, and product differentiation.

This study aims to assess the extent to which Nigerian banks have adopted these marketing strategies and their impact on banking habits among Nigerians. Data for this research was gathered from secondary sources, including comprehensive reviews of published and unpublished materials, journals, and other relevant sources.