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