This study focused on increasing customers patronage of banking services (A case study of United Bank for Africa ).
To carry out the research work, some of the following objectives were set out.
Based on the analysis, the following findings were made:-
That the bank personnel do not reflect the implementation of the marketing concept in their behaviour towards customers. That favoritism is still being practiced in the bank. The bank personnel do not keep strictly to first come first serve.
In the view of the above findings the researcher recommends among others.
That the bank must it a matter of policy to stop favoritism and to stick to first come first serve. FCFS.
That management should inspect or check banking operations on a daily basis to ascertain whether the bank personnel is implementating the marketing concept.
It is the researchers opinion that if these recommendations are judiciously carried out United Bank for Africa will not only serve their customers better but also improve their profit margin.
The marketing concept is an important management philosophy use in the operation of business today.
But before this concept came to be accepted there were other business philosophies such as the production and selling concept. However, with the change of circumstance and prevailing competition in the business world, the marketing concept emerged and came into focus. As competition between businesses geared up, if became imperative to turn attention to customers leads and wants. The marketing concept arise to challenge all other previous concepts. The marketing concept holds that the key to achieving organizational goals, consists in determining the needs and wants of the target markets and delivering the stained satisfaction more effectively and efficiently than competitors.
The marketing concept is a management philosophy, orientation or frame of mid which the marketer works with. It is based on a marker focus, customer orientation, coordinated marketing and profitability (Kotler 1997, 19-23).
Marketers have long argued that the marketing concept is the appropriate philosophy for conducting business. Organization should satisfy customer needs and want in order to make profit. To implement the marketing concept organizations must understand their customers and stay close to them to provide products and services that customers will purchase and use appropriately (Peter and Oslon 1996,6).
From what is being seen and read today in the society not all business organizations adopt the marketing concept for example, amidst scarcity the customer is not the king, rather it is the seller that is the king. Most compares do not relay, grasp or embrace the marketing concept until they are driven to it by of buying patterns by customers, competition and increased in market expenditure.
There is now fierce competition in the banking industry in Nigerian. This competition could be traced to 1986. The banking environment in Nigeria before the late 1980’s was less turbulent than afterwards.
However, with the deregulation of the system in 1980 new banks were licensed. This led to an increase in the society, not all business organizations adopt the marketing concept for example, amidst scarcity the customer is not the king rather it is the seller that is the king. Most companies do not relay, grasp or embrace the marketing concept Until they are driven to it by circumstance like sales decline, low growth, changing of buying patterns by customers, competition and increased in market expenditure.
There is now fierce competition in the banking industry in Nigeria. This competition could be traced to 1986. The banking environment in Nigeria before the late 1980’s was less turbulent than afterwards.
However, with the deregulation of the system in 1986, new banks were licensed. This led to an increase in the number of commercial and merchant banks from 40 in 1985 to a total of 120 in 1991 when further licensing was stooped this fuelled competition among banks (Asogwa 1995, 98 –101).
Today after the better incidence and experience of bank failures the surviving banks are still facing a very competitive environment. There is now strong battle amongst banks to win customer patronage. Every bank is facing staff competition from other banks these banks operating in Enugu metropolis including the first generation banks (first banks, Afri bank and UBA) the new generations banks (All states trust bank, standard trust bank and Diamond bank) community Banks, people’s bank and other finances houses such as (Alex savings ad loans, Harvard savings and loans).
Faced with competition, it becomes imperative to engage in sustained and appropriate marketing strategy, so banks in Nigeria Tocky appreciate the need for marketing their services because they know they cannot survive without using marketing strategies, unlike before when most banks did not consider marketing as being a necessary department which plan their marketing strategies customer satisfaction has become the focus of banking operations. This is evident in the way several banks have re-engineered their operations or introduced computers to facilitate their operations to enhance customer satisfaction. In addition, most banks today have introduced new products aimed at attracting and giving customer satisfaction. In short banking business in Nigeria today has become market oriented or more specifically customer oriented.
However, there are still some lapses in the practice of marketing concept by banks. Even though the practice of marketing concept has become adopted in banks we still hear complaints from customers that their needs are not being satisfied. This is especially the casa have in Enugu metropolis where several banks like first banks, standard trust bank, UBA and Union Bank are operating customers are dissatisfied with the service they receive from banks. They are subjected to extreme discomfort before they can make their withdrawals. They spend endless hours in the bank before they could effect withdrawals or deposit. Quite often, the behaviour of bank staff does not actually show that they are practicing the marketing concept or attaching importance to customer satisfaction.
The major objective of the study is to ascertain of UBA is adopting the marketing concept or marketing management philosophy as a corporate policy and whether this concept is being impregnated accordingly by bank personnel.
More specifically, the objectives of the study include to find out if customers of United Bank for Africa are satisfied with quality of service they receive.
To ascertain if the service behaviour of Bank personnel is consonance with the requirements of the marketing concept.
To find out if Unite Bank for African give adequate training and instruction to their staff on the importance and mechanism for implementing the marketing concept.
To find out if customers make their withdrawals or deposits quickly and with ease.
To ascertain if the environments of the United Bank for Africa are comfortable and conducive for customer services and transactions.
To determine if all sections of the departments of the banks have a common goal.
To find out if practice of bank held in achieving the organization goal.
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