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AN EXAMINATION OF APPLICATION OF THE MARKETING CONCEPT IN THE BANKING INDUSTRY IN SELECTED BANKS IN NIGERIA

ABSTRACT

The need for marketing in banking was not recognized because

for a very long time, banking was a seller’s market while most

customers had the impression that they were privileged to enjoy

the services of a bank. In addition, bankers have traditionally

been bank-oriented (or service oriented), and only in recent years

have they become customer-oriented. Based on the literature, the

study conducted to examine how the commercial banks

understand and apply the marketing concept in their operations.

It also attempted to uncover the differences in the application of

the concept to service and tangible products. The findings of this

study through the administration of questionnaire and oral

interviews of some management staff of two commercial banks

showed that only a few of them understood what was meant by

the marketing concept. The research further revealed that

banking industry applied the marketing concept in the operations

in terms of researching into customer needs, and consulting them

in decision marking. However, the customers were not normally

consulted in taking decision relating to the 4Ps of marketing. In

the light of the findings, a number of recommendations were

made. That the banks should establish a marketing department

for the performance of their marketing functions, that an

aggressive search for customers be embarked upon through

personal selling, computerization of their operations, especially the

urban branches where they have more customers, etc.

TABLE OF CONTENT

Title page- – – – – – – – – i

Approval page – – – – – – – -ii

Dedication – – – – – – – – -iii

Acknowledgement – – – – – – – -iv

Abstract – – – – – – – – – -v

Table of content – – – – – – – -vi

CHAPTER ONE

INTRODUCTION – – – – – – – -1

1.0 Background of the study – – – – -1

1.1 Statement of the problem – – – – -5

1.2 Purpose of the study – – – – – -6

1.3 Significance of the study – – – – -8

1.4 Research questions – – – – – -9

1.5 Scope of the study – – – – – – -10

CHAPTER TWO

LITERATURE REVIEW – – – – – – -11

CHAPTER THREE

Research methodology – – – – – – -39

Design of study – – – – – – – -40

CHAPTER FOUR

Presentation, analysis and interpretation of data – -48

CHAPTER FIVE

Summary of findings – – – – – – -60

Conclusion – – – – – – – – -61

Recommendations – – – – – – – -62

Suggestions for further research – – – – -64

References – – – – – – – – -65

Appendix I – – – – — – – – -68

Questionnaire. – – – – – – – -69

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