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01-09-2008 | Original Paper

Determinants of retail bank choice in Nigeria: a focus on gender-based choice decisions

Author: Ogenyi Ejye Omar

Published in: Service Business | Issue 3/2008

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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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Title: Determinants of retail bank choice in Nigeria: a focus on gender-based choice decisions
Author: Ogenyi Ejye Omar
Publication date: 01-09-2008
Publisher: Springer-Verlag
Published in: Service Business / Issue 3/2008
Print ISSN: 1862-8516
Electronic ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-008-0039-1

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