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.

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