ABSTRACT
The purpose of this study is to find out the extent to which the banking industry practise marketing concept bearing in mind the poor quality of services rendered in our banks. In order to achieve a good result, the researcher decided to split the five distinct chapters, each with different objectives.
Respondents were selected by means of random sampling. Data were collected by the rise of questionnaire, observation, oral interview and liberary research.
The following conclusions have been drawn from the relevant major findings of the study:
Afribank is still practicing sellers market where they are only interested in selling their services to the public whether to the satisfaction of the customers or not.
Customer satisfaction is not uppermost in the minds of our banks instead they would have used part of the millions of naira profit they make to see to the welfare of their customers which is simply what marketing concept is all about.
Attitude of banks towards their customers has made them to put location and convenience into consideration instead of services in their choices of banks.
For the banks that advertise their services, people refer the use of television for advertisement.
Nigeria banks still have a long way to go as some of them have not started practicing marketing concept. Recommendations of the researcher were also based on the above findings and some other salient points in the course of the study.
TABLE OF CONTENTS
Abstract
CHAPTER ONE
1.0 Introduction
1.1 Background of Study
1.2 Statement of Problems
1.3 Research Objectives
1.4 Research Question
1.5 Research Hypothesis
1.6 Scope of Study
1.7 Significance of study
1.8 Limitation of study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature Review
CHAPTER THREE
3.0 Research methodology
3.1 Research Design
3.2 Population of study
3.3 Sampling Design and Procedure
3.4 Data Collection Instrument
3.5 Administration of Data Collection Instrument
3.6 Methods of data analysis
CHAPTER FOUR
4.0 Data Presentation and Analysis
4.1 Data Presentation
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Questionnaire