THE IMPACT OF MARKETING STRATEGIES ON CUSTOMERS PATRONAGE OF COMMERCIAL BANK SERVICES IN ENUGU METROPOLIS.

THE IMPACT OF MARKETING STRATEGIES ON CUSTOMERS PATRONAGE OF COMMERCIAL BANK SERVICES IN ENUGU METROPOLIS.

ABSTRACT

This study is on the impact of marketing strategies on customers’ patronage of commercial bank services in Enugu Metropolis. The data collected, were tabulated and tested using the chi-square statistical method. The findings include: The Nigeria banking sector has undergone tremendous competition since the introduction of the Structural Adjustment Programme (SAP) on 1st of July, 1986, which has led to inflexible competition in the banking industry. The study focuses on the use of primary and secondary sources of data by using administering of questionnaire both to the employee of the bank and also to the customer of the bank and observation method was also used in obtaining data. T-test was employed to test the various hypotheses formulated. The hypotheses are five in number. at the end of the study, it was revealed that marketing strategy does not only have impact on marketing of physical product alone, but also on marketing of service in order to achieve the overall organization objective and growth which is the priority of every business especially the banking industry. This is because marketing strategies is an all rewarding innovative marketing concept that guarantees business survival and maximization of profit.