THE MARKETING OF BANKING SERVICES (A CASE STUDY OF FIRST BANK OF NIGERIA PLS)

ABSTRACT This study – investigated the marketing of banking services with it problems and prospects within the socio-economic environment Bank of Nigeria (Plc) as a case study. The main purpose was to find out the effectiveness of the marketing of banking services as it affects the bank itself and the banking industry, the customers welfare and profitability of the bank and national economy in general. There is however a rapid increase in the number of banks and this led to number of banks and this led to competition among banks. This competition became so fierce that banks began to seek means of survival. In the course of achieving the above objectives both primary and secondary data were used to gather information. For the primary method data collection, both questionnaires and interview method are used. Whereas for the secondary data collection, information were sought from Bank libraries, journals and text books. The questionnaires used were distributed to both bank staff and customers of First Bank of Nigeria Plc. After the analysis of data collected, the researcher ascertained that commercial banks face competition in marketing of their services. Banks conduct marketing research as to achieve their target profit motive; banks have some problem that preventing them form rendering efficient banking services to their customer. However, some recommendations were made based on the finding above. That bank should organize more training for their staff especially concerning their attitude towards banks customers; Banks should also embark on research that will enable them identify their customers needs and the ways of meeting such needs.


TABLE OF CONTENTS TITLE PAGE APPROVAL PAGE DEDICATION ACKNOWLEDGEMENT ABSTRACT CONTENTS
CHAPTER ONE 1.1Background of the Study 1.2Statement of the Problem 1.3Objective of the study 1.4Research questions 1.5Research hypothesis 1.6Significance of the study 1.7Scope, limitations and delimitations 1.8Definitions of terms
CHAPTER TWO   2.1 Review of related Literature  2.2Nature of Marketing of banking service 2.3Purpose of marketing bank service 2.4Services Rendered by banks 2.5Current Accounts 2.6Saving Account 2.7Fixed deposit account 2.8Night safe facilities 2.9Safe custody 2.10Leasing 2.11Loan Syndication 2.12Telegraphic mail transfer 2.13Cheque clearing 2.14Bank draft 2.15Standing orders 2.16Investment services 2.17Problems facing marketing of bank services  2.18How to improve marketing of bank services 2.19Marketing management concepts 2.20Production concepts 2.21Products Concept 2.22Selling Concept 2.23Marketing Concept 2.24Societal marketing concept 2.25Marketing Mix 2.26Product 2.27Place 2.28Promotion 2.29Pricing  2.30Strategic marketing process 2.31What are survivals Strategies?  2.32Techniques for survival  2.33Scientific management approach 2.34Strategic Planning 2.35Public relation 2.36infrastructure and modern technology 2.37Banking regulations  2.38Human Resources   
CHAPTER THREE Research design and methodology 3.1 Research Design 3.2Area of study 3.3Population 3.4Sample and Sampling Techniques 3.5Instruments of Data Collection 3.6Methods of Data presentation 3.7Methods of Data Analysis
CHAPTER FOUR 4.1Data Presentation of analysis  4.2Analysis of response Rate 4.3Presentation and analysis of data 4.4Testing and interpretation of hypothesis
CHAPTER FIVE 5.1Summary of findings 5.2Recommendations  5.3Conclusion  Bibliography  Questionnaire