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