ROLE OF MARKETING IN NIGERIA BANKING SECTOR
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ABSTRACT
This study was carried out to examine role of marketing in nigeria banking sector with special reference to GT Bank, Lagos State. Specifically, the study aims to bring about a deeper understanding and insight into the practices of relationship marketing and customer retention by banks in Nigeria, find out the importance of marketing in Nigeria banking industry, find out the implication of not adopting a marketing philosophy by banks in Nigeria and. The study employed the survey descriptive research design. A total of 30 responses were validated from the survey. From the responses obtained and analyzed, the findings revealed that there is a relationship between relationship marketing and customers retention by banks in Nigeria. The study also revealed marketing in the Nigeria banking industry is of importance. Lastly, the study revealed the implication of not adopting marketing philosophy in banking operation is adverse. The study thereby recommendsthat Banks which have not really explored the advantages of strategic marketing in the performance of financial inter-mediatory role should do so. The earlier the better because the business in which the banking industry operates is faced with stiff competition.
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