The Seven P’s in Service Delivery: An Overview of the Nigerian Banking Sector

Abstract

The study explores the marketing strategies used today by commercial banks for service delivery in Nigeria. A trace of the historical development of modern marketing strategy in the Nigerian banking sector was done. It was seen that several government policies influenced the commercial banks to adopt some marketing strategies for survival. The study reviewed various aspect of marketing strategy that bothers on product, promotion, place, price, process, people, physical evidence and marketing segmentation that are used in enhancing service delivery to customers. It was advised that more customer relationship management technologies will be the next stage of marketing strategy to improve service delivery in the banking sector.