INTRODUCTION
for bank to survive in today’s growing dynamic highly competitive bank environment the marketing of the banking service is indeed inevitable so that they can serve its customers with a well tail over package and creating programme in order to meet adequately the various needs of its customers and other company specific requirements.
Marketing starts when one social unit anticipates identifies and designs the feature of a product or services to march the need structure of other social units. These efforts are made with the intent to obtain a transaction between competent social units Okafor U. (1994:9)
The marketing concept as a management orientation according to Philip kofler holds that the key to achieving organization goal is imbibed in the organization determining the need and wants of target market undercutting itself to delivering the desired satisfaction more effecting and efficiently than its competitors. Bank marketing therefore could be described as the process through which banks affect and keep customers by designing and offering service and inventions that make banking advantages to those customers.
Marketing did not come into banks with “marketing concept but with the advertising and promotion concept.
Banks were facing increased completion and a few stinted to embark on aggressive advertising people to a bank in easy but converting them to loyal customers is difficult hence the interdiction of the marketing concept.
Here they had to formulate programmes to please these customers and in achieving this they tried to offer a veracity of financial and specialized service to them.
they used tried to install a lot of effective systems for efficient marketing analysis implementation and control (kotler, 1994: 28)
The central bank of Nigeria (CBN) has the responsibility of defining the requirements for the establishment of various classes of bank have on their own defined their service requirement some example are shown in the table over-leaf
TABLE OF CONTENTS
Title pageii
Approval pageiii
Dedicationiv
Acknowledgementv
Table of contentsvi
CHAPTER ONE
1.0introduction1
1.1background of study1
1.2statements of the problems8
1.3purpose of study11
1.4scope of the study11
1.5research questions12
1.6null hypotheses13
1.7Significant of the study14
CHAPTER TWO
2.0Review of related literatures16
2.1Marketing concepts16
2.2Relevance of marketing to banking 21
2.3A review of the Nigeria banking industry23
2.4Summary of the literature reviewed29
CHAPTER THREE
3.0Research methodology32
3.1Research design32
3.2Area of the study33
3.3Population of the study33
3.4Sample and sampling procedure33
3.5Instrument for data collection34
3.6Validation of the instrument35
3.7Reliability of the instrument35
3.8Administration of the instrument36
3.9Method of data analysis37
CHAPTER FOUR
4.0Data presentation and analysis39
4.1Summary of Result53
CHAPTER FIVE
5.0Discussion, implications and recommendation54
5.1discussions of results54
5.2conclusions56
5.3recommendations57
5.4implications of the findings59
5.5suggestions for further research60
5.6limitation of the study61
References62
Appendix 65
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