Why are banks established? Actually banks are established to make profit. Are these profit made at the expenses of the customers? Or is it as a result of the services provided by these banks?
It the aim of this research work to find out if banks apply the marketing concepts. Is customers satisfaction what these banks attain to achieves. This research work has five chapter.
Chapter one contain a general discussion of the marketing concepts as seen by different people. It went further to skate the problem to be studied and why this study was carried out. The scope and limitation of the study and finally the proposition and definition of terms.
A number of past related literature examine by other studies as it relates to the application of the marketing concept in the banking services are highlighted in chapter two.
Chapter three deals with the design of the study. The method use in collecting relevant data. It also deals with way the questionnaire were distributed and the treatment of data.
The data gotten from the research survey were analyzed and interpreted. Also similar questions on both questionnaire were compared.
Finally, the summary of finding, conclusion on the research and recommendation made by the researcher are all in chapter five.
If banks would put the recommendation made in the study into use, there will not only be satisfied customers with services offered, but a continuous increase in profit made, there by making the problem of the banks a thing of the past.
As competition between business geared up it became imperative to turn attention to customers needs and wants which are naturally insatiable. The marketing concept arose to challenge all other previous concepts. The marketing concepts hold that the key to achieving organizational goals consists in determining the needs and wants of target market and delivering the desired satisfaction more effectively and efficiently than competitors. The marketing concept is a frame of mind which the marketer work with. It is base on a market focus, customer orientation, co-ordinated marketing and profitability.
The marketing concept start with a well defined market. The organiation determine who its market will be, who he hopes to satisfy, even after the market has been defined, a company can still fail at customer orientation. By customers orientation, the customer need is define from the customer view point and not from that of the company. The customer orientationsecks to crown the customer as “kind” recognizing that he is the life blood of the organization and aims at satisfying the desires of the consumer. A Japanese businessman once said that ‘our aim goes beyond satisfying the customer; our aim is to delight the customer”.
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