Determinants of retail bank choice in Nigeria: a focus on gender-based choice decisions |
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Authors: | Ogenyi Ejye Omar |
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Institution: | (1) Department of Marketing & Tourism Management, Business School, University of Hertfordshire, Hatfield, Herts, AL10 9AB, UK |
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Abstract: | As the Nigerian retail banks customers become more sophisticated, it is now very important that retail banks determine the
factors that are important and relevant to the customers’ retail bank choice decisions. By using a survey of retail bank customers,
this study evaluates the relative importance attached to retail banks’ choice criteria used by male and female customers in
Nigeria. The results show that there are some differences in choice factors used by male and female customers in selecting
a retail bank for patronage. The recommendation is that bank managers should take both female and male market segments into
consideration when making retail bank strategic planning in order to become competitive. The findings can assist retail bank
managers in refining their marketing strategies as a means of overcoming the intense competition that exists in the Nigerian
banking system. |
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Keywords: | Nigerian bank customers Male and female customers Retail banking Choice of retail banks |
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