APPLICATION OF MARKETING CONCEPT IN COMMERCIAL BANKING AND IT EFFECTIVENESS IN CONSUMER SATISFACTION (A CASE STUDY OF GT BANK PLC)

ABSTRACT  The primary objective of this research work is to carry out proper investigation on “the application of marketing concept in commercial banking and its effectiveness in consumer satisfaction†at Guaranty Trust Bank Murtala Muhammed Square Branch Kaduna. To highlight the result of the investigation of the subject matter. Background, statement of general problem, purpose, significance, research question and delimitation of the study. Chapter two is the literature review relevant material were used in order to acquire full information about marketing, the marketing concept. Nigeria financial system and banking. Author whose book were consulted in this research work were acknowledge, chapter three deals with the research methodology, primary data were gathered through the utilization of personal interview and detailed questionnaire. The total population size of Guaranty Trust Bank Management/staff in the branch is 40 out of which 15 were randomly selected and administered questionnaire. 20 respondent of the total customers population were also randomly selected. All the respondents responded to the questions asked which were later tabulated. The simple random sampling is the method employed by the researcher in determining the sample size, the statistical technique used in testing the hypothesis was simple percentage method justification of samples, sampling method employed etc. were all discussed extensively. The hypothesis tested is; Ho:  Marketing concept has no effect on the customer’s satisfaction.  H1:  Marketing concept has effect on the customer’s satisfaction.  Chapter four deals with data presentation and analysis; all the data collected were analyzed in this chapter, result obtained from the data and proof of hypothesis was accepted often careful analysis of the alternate hypothesis, this chapter result obtained from the data and proof of hypothesis was accepted often careful analysis of the alternate hypothesis. It proved that marketing concept. Application has effect on consumer satisfaction. Finally chapter fiver contain the summary of the major finding of the research and recommendation were made based on conclusion. The recommendation include A well coordinated marketing planning programme must be adopted by Guaranty Trust Bank to ensure that all departments are giving total participation towards customer’s satisfaction. All effort should be directed towards reducing customer waiting time to the barest minimum which is highly important. These can assist management in marketing their products effectively while ensuring customer satisfaction.
TABLE OF CONTENTS Title page Declaration Approval page Dedication Acknowledgement Abstract Table of contents
CHAPTER ONE:  INTRODUCTION  1.0Introduction 1.1Background of the study 1.2Statement of the study 1.3Purpose of the study 1.4Significance of the study 1.5Research questions 1.6Statement of Hypothesis 1.7Delimitation of the study 1.8Definition of terms
CHAPTER TWO:  LITERATURE REVIEW 2.0Introduction 2.1Historical Perspective of Research Area 2.2Review of current Literature 2.2.1Marketing Concept 2.2.2Contrast Between sales and Marketing Concept 2.2.3An Overview of Nigerian Financial System 2.2.4Classification of the Nigerian Financial System 2.2.5The Role of Marketing in Nigerian Financial 2.2.6Marketing of Banking Service in Nigeria 2.2.7Application of marketing mix in the Banking Industry   2.2.8Total Quality Management 2.2.9Customer Satisfaction 2.2.10 State of the Banking Industry
CHAPTER THREE:  RESEARCH METHODOLOGY 3.0Introduction 3.1Area of study 3.2Research design 3.3Population of the study 3.4Sample and sampling technique 3.5Instrument for data collection 3.6Administration of the instrument 3.7Method of data analysis and presentation 
CHAPTER FOUR 4.0Introduction 4.1Characteristics of respondents and classification 4.2Data presentation and analysis 4.3Answer to research question 
CHAPTER FIVE 5.0Introduction 5.1Summary 5.2Conclusion 5.3Recommendations Bibliography Appendix/Questionnaire