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         EFFECTIVE CUSTOMER SERVICES AS A MARKETING TOOL IN THE BANKING INDUSTRY 

                                     (A CASE STUDY OF GUARANTEE TRUST BANK PLC GTB)

ABSTRACT

          The aim of this study is to find out by empirical evidence the use of effective customer service delivery as a marketing tool in banking industry by means of analysed reports, interviews and financial summary report over a period of ten years.

          Also our emphasis is based on banking Industry specifically Guaranty Trust Bank Plc.

          Achievement in areas of customer service and accredited changing needs of customers sophistication leading to hi-tech banking with information technology occasional by the immense competition the industry has witnessed in the past decade.

          Throughout the study, the inquired of questions requiring innovation responsiveness, exceptions remain very low and restricted to few concepts such as graphs, ratio, percentage and analysis.  This contribution these concepts varies with the higher percentage in theory than in particle.  It was also found that there is significant level of product development and product differentiation on customer satisfaction although the instruments used for the study contained mathematical calculations.  For the company to attain this level of performance in customer service.

          The knowledge of market operation in necessary.  Profitability as a financial strategy requires the use of entire market behaviour as a general method of formulation of policies.                  

          The use of competitive advantage to quantity customer service problems and to described corporate reputation/image is therefore advocated.

          Lastly the attention of financial expert designers marketers anthers publishers of textbooks and organizes of marketing services have been drawn to take cognizance of the changing nature of customer service.

TABLE OF CONTENT

Title page                                                                       II

Approval                                                                       III

Dedication                                                                     IV

Acknowledgment                                                           V

Abstract                                                                         VII

Table of content                                                             VIII

CHAPTER ONE

1.1     Brief overview of the subject matter                              1

1.2Background of the study                                     1

1. Statement of Research problem                                    3
2. Significance of the study                                     5
3. Hypothesis formulation and research methodology question8
4. Scope and limitations of the study                      10

CHAPTER TWO

1. Contemporary Developments in Banking            11
2. The Nigerian Banking perspective                       12
3. Marketing services                                               14
4. Customer services delivery an appraisal of the financial sector.20
5. Customer service in Guaranty Trust Bank Plc     26
6. Exploring Guaranty Trust Bank Plc profile                  33              

CHAPTER THREE

1. Research methodology                                         50
2. Restatement of the research question and statistical testing 50
3. Research design                                                    51
4. Characteristics of the study population               52
5. Sample design and procedure                              53
6. Data collection instrument                                   55
7. Statistical tools of Analysis employed and why 56
8. Limitations of the research methodology             62

CHAPTER FOUR 

1. Introduction                                                         63
2. Analysis of data                                                   65
3. Representation and Analysis of data According of Research Question.                                                              66
4. Statistical testing                                                  80
5. Responses to personal interview                          90

CHAPTER FIVE 

1. Summary                                                             95
2. Conclusion                                                           96
3. Recommendations                                                         98

Appendix 1                                                          101

Questionnaire for GTB PLC Staff                        109

Appendix II                                                                   109

Bibliography                                                        116

CHAPTER ONE

1.1     BACKGROUND OF THE STUDY

          Peter Drucker (1962) describes the millenium are in as on era of the 3C’s perplexing complexities intense competition and accelerated change.

          The global banking environment has witnessed rapid changes in the 90’s and that had pasted serious challenges to the financial services sector.  The changing customers’ demands and technological innovations home already transformed the face the banking with the traditional branch banking appearing out of time and specialization becoming a common feature.

          The global development such as globalizations, universal banking e-commerce on-line banking interest banking home banking and other technological developments reflect a trend towards effective and quality service delivery.

          While financial supermarkets where all banking need can be supplied at one bank are developing at one end, at the other banks are adding new products and services to their traditional offering.  Hence facilities such as smart cards internets ATM, EFTPOS and various forms of electronic delivery channels which are common features in developed economics are spreading world include.

          Kevin Hall (2001) observed “the most successful financial service firms of the coming decade will be those which learn to see the world through the eyes of their customers.  their eyes will come from investing in technology which can generate preference and patterns of behavio