Brief Introduction

Nigerian banks in the face of increasing competition are currently facing enormous challenges which have made survival increasingly difficult. To survive and be successful providers of financial services, it is extremely important that the present environment should go with a new management order which will offer customer satisfaction and make better business performance.

It is evident that today customers have increasingly become so enlightened and aware of their importance that ignoring them in search of competitive advantage can be suicidal for banks. Therefore, banks must brace up to the challenges in a bid to provide effective customer service.

Banking operations in Nigeria started in 1892 when African Banking Corporation opened its first branch in Lagos to finance the shipping business of Elder Dumpster and Company which was operating steamship services between Liverpool and the West African coast. The Bank of British West Africa took over the activities of the African Banking Corporation in 1893 (now First Bank of Nigeria Plc).

In 1917, Barclays Bank (now Union Bank of Nigeria Plc) was established. Shortly year, many more Banks were established; some of which are the British and French Bank (now United Bank for Africa Plc) established in 1949, the Industrial and Commercial Bank established in 1929, National Bank of Nigeria Plc established in 1933, the Agbonmagbe Ban (now Wema Bank) established in 1945, Nigeria Penny Bank established in 1940, Nigeria Farmer and Co-operative Bank Plc established in 1947 and so on. (Okoh, S. E. and Unugbro, A. O. 2003).

Table of Contents

Title Page
Certification
Dedication
Acknowledgment
Table of Contents

CHAPTER ONE: INTRODUCTION
1.1 Background to the Study
1.2 Objective of the Study
1.3 Statement of the Problem
1.4 Scope of the Study
1.5 Limitations of the Study
1.6 Significance of the Study

CHAPTER TWO:
LITERATURE REVIEW
2.1 Introduction
2.2 Activities of the Commercial Banks and its Mode of Operation in Nigeria
2.3 Concept of Customers Loyalty
2.4 Ways of Influencing Customer Loyalty
2.5 The Concept of Marketing in Banking
2.6 Role of Promotional Activities in the Banking Industry
2.7 How Bank Should Care for their Customers

CHAPTER THREE:
THEORETICAL FRAMEWORK AND MODEL SPECIFICATION
3.1 Research Design
3.2 Method of Investigation
3.3 Questionnaire Design
3.4 Sample Design
3.5 Questionnaire Distribution
3.6 Data analysis Technique

CHAPTER FOUR:
EMPIRICAL ANALYSIS
4.1 Introduction
4.2 Types of Customer Patronizing Banks
4.3 The Influence of Bank Location on Customer Loyalty
4.4 Bank Performance Influence on Customers Loyalty
4.5 The Influence of the Products and Services of Bank on Customer Loyalty

CHAPTER FIVE:
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary of Findings
5.2 Conclusion
5.3 Recommendations

Bibliography
Appendix