MARKETING CONCEPT, ITS APPLICATION BY FINANCIAL SERVICE INDUSTRIES (A CASE STUDY OF BROAD BANK NIGERIA LIMITED)

ABSTRACT This study was motivated by the need to establish whether Broad Bank implement or practice the marketing concept.  The customers and personnel of Bank surveyed in the study. The research instrument used for data collection were mainly questionnaires and interview guide.  Data collected were organized and analysed by putting them into tables, frequencies and percentages.  The research questions were answered based on the data in the table. Data analysis and interpretation produced the following findings. 1.Bank personnel do not reflect implementation of marketing concept in their behaviour towards customers. 2.Customers spend too much time to make withdrawals or deposits. 3.Customers are subjected to discomfort and hardship in marking withdrawals or deposits. 4.Computerization in the banks is still not working effectively. 5.The quality of services given to customers is not satisfactory. Based on the findings, the following recommendations are put forward to improve on the quality of bank services. 1.Organizing workshops and seminar to enlighten and up date personnel knowledge and still on customer service delivery. 2.Installing new generation computers for improved services. 3.Using research to monitor customers’ satisfaction or dissatisfaction and taking remedial action. 4.Attending to customers’ problems or complaints satisfactorily and promptly. 5.Monitoring staff to ensure that they actually implement the marketing concept. 6.Ensuring and maintaining quick service delivery. The conclusion of the study is that implementation of the marketing concept in Broad Bank is still not satisfactory but the above recommendations can be used to improve on the level or quality of services given to customers.
TABLE OF CONTENTS
CONTENTSPAGES TITLE PAGEi APPROVAL PAGEii DEDICATIONiii ACKNOWLEDGEMENTiv TABLE OF CONTENTSix
CHAPTER ONE INTRODUCTION 1.1Background of the Study 1.2Statement of the Problems 1.3Objectives of the Study 1.4Formulation of Hypothesis 1.5Significance of the study 1.6Scope and Delimitation of the study 1.7Limitations of the study References 
CHAPTER TWO LITERATURE REVIEW 2.0The meaning of Marketing Concept 2.1Evolution of the Marketing Concept 2.2Importance of the Marketing Concept 2.3Recognition of Need for the practice of Marketing Concept in Banks 2.4Lapses Existing in the Marketing of Banking Service in Nigeria 2.5Application of Marketing Concept in Financial Service Industries References 
CHAPTER THREE 3.0RESEARCH METHODOLOGY 3.1Population of the Study 3.2Sources of Data 3.3Primary Data 3.4Secondary Data 3.5Determination of Sample 3.6Method of Questionnaire Distribution 3.7Description of Data Analysis Tools  for Testing Hypothesis References
CHAPTER FOUR 4.1PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA 4.2Test of Hypotheses References
CHAPTER FIVE 5.0SUMMARY OF FINDINGS RECOMMENDATION AND CONCLUSION 5.1Summary of Findings 5.2Recommendation 5.3Conclusion BIBLIOGRAPHY APPENDIXES