CUSTOMER ORIENTATION IN BANKING INDUSTRY (A CASE STUDY OF OHHA COMMUNITY BANK, OGUI ROAD ENUGU)

ABSTRACT  This research project is a very crucial study for Ohha community Bank in Ltd. The study was motivated by the necessary to establish marketing department in order to satisfy their customers in the most efficient and effective way.  Ohha community bank was establish in 1997 and has been since entertaining their customers with services.  Meanwhile, the aim of this research work is to find out whether the customers are satisfied with the manner in which services of the bank are rendered, to identify the delivery’s system of banking services and determining their effectiveness. And also, to formulate marketing strategies and make recommendations that would be more effective in the marketing of banking services.  To solve the research problem both primary and secondary data were collected. The research instruments used in collecting the data were questionnaires and oral interview. The respondents comprised of the staff/management and the customers of the bank.  In organizing and presenting data collected, tables, frequencies and percentages were used. The various hypothesis were tested using the chi- square (X2) .  Data analysis and interpretation gave the following findings: -  1.Most of the respondents are not satisfied with the time spent in Ohha bank.  2.Some of the respondent are not satisfied with the services of the bank.  Based on the findings, the researcher recommends that:  Ohha Community Bank should employ an expertise’s on computer in order to help speed up their services and also saves time for their customers. They should also employ old experience workers and mixed it up with new experienced once.  Finally, if Ohha Community Bank will acknowledge the recommendations so made, I think it will enable them to achieve their aims and objectives of the bank.    TABLE OF CONTENTS Title page II Approval page III Dedication IV Acknowledgement V Abstract VII Table of contentsIX
CHAPTER ONE   Introduction  1.1Background of the study 2 1.2Statement of problem 4 1.3Objectives of the study 5 1.4Research hypothesis 6 1.5Significance of the study 7 1.6Scope of the study 8 1.7Definition of terms 9
CHAPTER TWO  REVIEW OF RELATED LITERATURE   Overview of the marketing concept 11 Marketing strategies for banking services 14 An overview of banking industry 16 Product policy in banking  18 An overview of marketing of services. 19 Quality of services in the banking industry24 Ohha community bank and customer orientation. 26
CHAPTER THREE  RESEARCH METHODOLOGY  3.1Sources of data collection 28 3.2Population of the study 29 3.3Sample size determination 30 3.4Method of data analysis 32 3.5Respondent instrument used 33 3.6Limitations of study 33
CHAPTER FOUR  PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA  4.1Data presentation and analysis 35 4.2Test of hypothesis 47
CHAPTER FIVE  SUMMARY OF FINDINGS, RECOMMENDATION AND CONCLUSION  5.1Summary of findings 53 5.2Recommendations54 5.3Conclusion 55 BIBLIOGRAPHY 57 Appendix 60