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CHAPTER ONE INTRODUCTION 1.1 BACKGROUND TO THE STUDY Bank marketing has been defined as the creation and delivery of services that will satisfy the needs of customers at a profit to the bank. From the definition above, it is seen that the customer who is the ultimate target of bank marketing must be satisfied. With the cut throat competition in the banking sub-sector, marketing becomes imperative equally as the provision ...

ABSTRACT Due to technology  Advancements, relationship marketing has become a reality in recent years. Technologies such as data warehousing, data mining, and campaign management software have made customer relationship management a new area where firms can gain a competitive advantage. Particularly through data mining the extraction of hidden and useful information from a large  set databases companies can identify valuable customers, predict future behaviors based on the previous purchase pattern ...