Marketing Challenges for Banks in the Recapitalisation Era in Nigeria

Haruna Isa Mohammad, Kamarudeen Babatunde Bello


The first phase of the consolidation exercise was concluded on the 31st December 2005, and 25 banks emerged out of the previously existing 89. These banks however have to contend with the problems associated with bank marketing over the years. The objective of this paper is to identify these problems, which have become challenges that they must surmount in order to succeed and create a positive image of banking in Nigeria. The research is essentially a library research, which employed the methodology of descriptive analysis of relevant materials such as textbooks, journals, newspaper reports and comments from informed analysts. The findings of this study show that the challenges facing banks is not limited to satisfying customers alone, but they are also under pressure to meet the needs of other stakeholders, especially the shareholders who provided the funds for recapitalization. Specifically, the paper noted that banks have to contend with challenges in such areas as competition, customer service, bank/product branding and development, corporate positioning, customer relationship marketing, corporate image and reputation, efficient and marketing oriented staff. The paper concludes that banks should set up effective communication channels with the customers so as to bridge the gaps existing in the customers’ expectations, while also encouraging their staff to be more marketing and customer oriented. The paper recommends that banks should consider the adoption of the additional marketing mix tools, with the inclusion of the People, Process, Promise and Physical evidence, as additions to the already existing 4Ps.

Keywords: Marketing, Banks, Recapitalisation Era

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