APPLICATION OF MARKETING STRATEGIES FOR IMPROVING BANKING OPERATION (CASE STUDY OF AFRIBANK PLC ENUGU)

ABSTRACT 

With the transformation of the banking sub – sector from seller market and its aim chair banking marketing, the environment naturally become very competitive in the light of the above banks required efficient customer satisfaction to survive in the industry 
This work therefore, focused on how application of marketing strategies can help in improving banking operation in Enugu metropolis to end this and for comparative study Afribank was chosen. 
To solve the research problem both primary and secondary data were collected. The major research instrument used here was questionnaire based on the discussion with customer and that of the bank staff. 
Data analysis and interpretation gave the following findings. 
Most of the bank worker did not understand what marketing stands for most of the customers of the bank were still unsatisfied with their services, it si the issue of time saving that largly influence the choice of banks by customer. Based on the above finding the following recommendation were made. 
There should be marketing department in every bank. The management of this bank should organize courses in basic marketing for their workers especially their  frontrunners. 
The bank should encourage their staff to take up relevant academic part time programme with a view to update their level of skill. The bank should be fully computerized and also have the minimum qualification for employment.
The conclusion of the study is that customer are still unsatisfied with the operation of the bankers, but the application of marketing strategies would ensure sustainable profitability and better customer satisfaction.            

 
TABLE OF CONTENTS 

Title page
Approval page
Dedication 
Acknowledgement 
Abstract 
Table of content 

CHAPTER ONE 
Introduction 
1.1Background of the study overview of Afri bank plc
1.2Statement of the study 
1.3Objective of the study 
1.4Significance of the study 
1.5Research questionnaire / hypothesis 
1.6Scope of the study 
1.7Limitation of the study 
1.8Definition of the terms 

CHAPTER TWO 
Literature review 
2.1Marketing strategies and its objective 
2.2Types of marketing strategies for services 
2.3Planning marketing strategies for services 
2.4Bank / customer relationship in Nigeria 
2.5Evolution of money system in Nigeria 
2.6A brief history of commercial banks             

CHAPTER THREE 
 Discussion of finding 
3.1Source of data 
3.2Research method 
3.3Population of the study 
3.4Determination of sample size 

CHAPTER FOUR
Summary of finding, conclusion and recommendation 
4.1Summary of finding 
4.2Conclusion 
4.3Recommendation 

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APA

Kings, S. (2018). APPLICATION OF MARKETING STRATEGIES FOR IMPROVING BANKING OPERATION (CASE STUDY OF AFRIBANK PLC ENUGU). Afribary. Retrieved from https://afribary.com/works/application-of-marketing-strategies-for-improving-banking-operation-case-study-of-afribank-plc-enugu-7077

MLA 8th

Kings, Solomon "APPLICATION OF MARKETING STRATEGIES FOR IMPROVING BANKING OPERATION (CASE STUDY OF AFRIBANK PLC ENUGU)" Afribary. Afribary, 29 Jan. 2018, https://afribary.com/works/application-of-marketing-strategies-for-improving-banking-operation-case-study-of-afribank-plc-enugu-7077. Accessed 29 May. 2024.

MLA7

Kings, Solomon . "APPLICATION OF MARKETING STRATEGIES FOR IMPROVING BANKING OPERATION (CASE STUDY OF AFRIBANK PLC ENUGU)". Afribary, Afribary, 29 Jan. 2018. Web. 29 May. 2024. < https://afribary.com/works/application-of-marketing-strategies-for-improving-banking-operation-case-study-of-afribank-plc-enugu-7077 >.

Chicago

Kings, Solomon . "APPLICATION OF MARKETING STRATEGIES FOR IMPROVING BANKING OPERATION (CASE STUDY OF AFRIBANK PLC ENUGU)" Afribary (2018). Accessed May 29, 2024. https://afribary.com/works/application-of-marketing-strategies-for-improving-banking-operation-case-study-of-afribank-plc-enugu-7077

Document Details
Field: Marketing Type: Project 41 PAGES (6042 WORDS) (doc)