EFFECTIVE CUSTOMER RELATION AS A MARKETING STRATEGY FOR DEPOSIT MOBILIZATION. STUDY OF FINBANK PLC
Banking is in the midst of change that has arisen due to economic depression. As government seek to improve economic efficiency and better allocation of resources to solve the problem of economic depression, policy makers are shifting towards openness, competitiveness and market discipline. In response to the developments, Deposit Money Banks in Nigeria engaged in financial sanitizing, customer management, management strengthening, corporate refocusing, Business Process Reengineering (BPR), mergers and acquisitions in order to survive the depressed economy. This whole process is called marketing strategy or survival strategies through corporate restructurings. The writer made efforts to discuss issues, facts and environmental factors surrounding the wave of deposit money banks’ survival in a depressed economy like Nigeria and how banks do marketing of the their services.
The impact of this research in banks was gleaned from five performance indicators namely total assets, total deposits, loans and advances, profit before tax and shareholders’ funds, of the Bank in question. The research looked at the position of these indicators before and after the sanitizing exercise undertaken by the banks for survival and also, its impact on the entire banking system bearing in mind the effect of globalization on the financial market in particular and the economy at large.
Chapter four shows the presentation and analysis of Bank’s financial statement with the use of chart, tables, bar chart and graph. Chapter five summarizes all that was discussed from chapter one to four and gave suggestions on how deposit money banks can improve in a depressed economy. Finally, this researcher leaves this work open to constructive criticisms and expects future scholars to delve into further research and improve on this work.