Consumers who have an increased need for the use of retail banking services and facilities, are faced

with a great deal more complexity, not only in deciding whether to go for bank or non-bank
institutions but also for which establishment is best suited to meet their economic, social and
psychological needs. The growing awerness of modern consumers have made their decision-making
process one that depends on what the bank can offer relative to those that are being offered by
other banks. As a result the marketing of banking services has become an uphill task for bankers who
are forced into the efforts of providing better quality services that satisfy the needs of the modern
consumers. They have to struggle not only to achieve this competitive advantage of service quality
but also to sustain this advantage as quality is regarded as an important component in the field of
service marketing (parasuraman, zeithaml & berry 1985).