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MARKETING IN THE BANKING INDUSTRY: A CASE STUDY OF SELECTED BANKS IN NIGERIA.
ABSTRACT
This study was carried out to determine the extent of the marketing activities of merchant banks in Nigeria with a view to assessing the suitability or appropriateness of their current marketing practices. The study also examined how the marketing activities of the banks have impacted on their performance over the years and the factors that shape the marketing strategy of the banks. Data were obtained mainly from primary sources through interviews and questionnaire. Hypotheses were tested using Spearman Rank Correlation Coefficient and Kendall Coefficient of Concordance. The results among other things, showed a significant positive relationship between marketing budget of the banks and their profitability. Based on the results of the study, the researcher recommended a batter equipped, functional and result oriented marketing department for the banks. Also, better information flow between banks and their customers with greater emphasis on efficient service delivery.
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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