ABSTRACT
The primary objective of this research work is to carry out proper investigation on “the application of marketing concept in commercial banking and its effectiveness in consumer satisfaction†at Guaranty Trust Bank Murtala Muhammed Square Branch Kaduna. To highlight the result of the investigation of the subject matter. Background, statement of general problem, significance, research question and limitation of the study. Chapter two is the literature review relevant materials were used in order to acquire full information about marketing, the marketing concept. Nigeria financial system and banking. Author whose book were consulted in this research work were acknowledge, chapter three deals with the research methodology, primary data were gathered through the utilization of personal interview and detailed questionnaire. The total population size of Guaranty Trust Bank Management/staff in the branch is 40 out of which 15 were randomly selected and administered questionnaire. 20 respondent of the total customer’s population were also randomly selected. All the respondents responded to the questions asked which were later tabulated. The simple random sampling is the method employed by the researcher in determining the sample size, the statistical technique used in testing the questionnair was simple percentage method justification of samples, sampling method employed etc. were all discussed extensively. The tested is Marketing concept has no effect on the customer’s satisfaction.: Marketing concept has effect on the customer’s satisfaction. Chapter four deals with data presentation and analysis; all the data collected were analyzed in this chapter, result obtained from the data and proof of questionnaire. was accepted often careful analysis of the alternate questionnaire, this chapter result obtained from the data and proof of questionnaire was accepted often careful analysis of the alternate hypothesis. It proved that marketing concept. Application has effect on consumer satisfaction. Finally chapter fiver contain the summary of the major finding of the research and recommendation were made based on conclusion. The recommendation include A well coordinated marketing planning programme must be adopted by Guaranty Trust Bank to ensure that all departments are giving total participation towards customer’s satisfaction. All effort should be directed towards reducing customer waiting time to the barest minimum which is highly important. These can assist management in marketing their products effectively while ensuring customer satisfaction.
TABLE OF CONTENTS
Title page
Declaration
Approval page
Dedication
Acknowledgement
Abstract
Table of contents
CHAPTER ONE:
INTRODUCTION
1.0Background of the study
1.1Statement of General Problem
1.2Research Questions
1.3Objective of the study
1.4Significance of the Study
CHAPTER TWO:
LITERATURE REVIEW
2.0Introduction
2.1Conceptual Framework of Marketing Concepts
2.2Marketing Mix
2.2.1 Classification of the Nigerian Financial System
2.2.2 Marketing of Banking Services in Nigeria
CHAPTER THREE:
RESEARCH METHODOLOGY
3.0Introduction
3.1Research Design
3.2Area of Study
3.3Population of the Study
3.4Sample and sampling technique
3.5Method of data collection
3.7Method of Data Analysis
CHAPTER FOUR:
4.0Introduction
4.1Characteristics of respondents and classification
4.2Data presentation and analysis
4.3Answer to research question
CHAPTER FIVE:
5.0Introduction
5.1Summary
5.2Conclusion
5.3Recommendations
Bibliography
Appendix/Questionnaire