ABSTRACT
This project was a through research into marketing of financial services by Nigerian banking industry in Nigeria. It is to investigate the performance of bank marketing, and what extent they have contributed to the Nigerian economy.
Chapter one of this project deals with general introduction of what marketing of financial services is all about, objectives, significance and limitation of the study.
Chapter two deals with the research used, two distinct types of data collection instruments on the write-up questionnaire and library research.
Chapter three deals with the research methods used by the project work. Sources of data, secondary date, collection of data and methods of data collection.
Chapter four deals with findings of the study. The findings of the study was that banks face a lot of challenges.
That is to say, Nigerian bank marketers is practicing what they preach
Chapter five deals with recommendation and conclusion were drawn from the findings of the study.
TABLE OF CONTENT
CHAPTER ONE:
1.1 BACKGROUND OF THE STUDY………………………..1
1.2 STATEMENT OF THE STUDY……………………………3
1.3 OBJECTIVE OF THE STUDY………………………………5
1.4 SIGNIFICANCE OF THE STUDY……………………………6
1.5 SCOPE AND LIMITATION OF THE STUDY………………..7
1.6 DEFINITION OF THE TERMS………………………………….8
CHAPTER TWO:
2.1 BANKING IN NIGERIA- A HISTORICAL PERSPECTIVE…9
2.2 WHAT IS BANK MARKETING………………………………….11
2.3 THE CONCEPT OF MARKETING OF BANKING SERVICES…11
2.4 DIFFERENCE BETWEEN BANK MARKETING AND PRODUCT MARKETING……………………………………………………………16
2.5 NIGERIA’S COMMERCIAL BANK PERFORMANCE-MAIN FEATURE OF BANKING IN NIGERIA……………………………….19
2.6 DYNAMISM AND MARKETING COMMERCIAL BANK SERVICES…………………………………………………………………20
2.7 SERVICES RENDERED BY COMMERCIAL BANKS……………22
2.8 FACTORS INFLUENCES BANK SERVICES………………………23
2.9 PROBLEMS OF MARKETING OF BANK SERVICES…………29
CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY
3.1 PRIMARY DATA…………………………………………………35
3.2 SECONDARY SOURCE OF DATA…………………………….36
3.3 METHOD OF INVESTIGATION…………………………………39
3.4 RESEARCH METHOD USED……………………………………..30
CHAPTER FOUR: FINDINGS,
4.1 FINDINGS……………………………………………………………..41
CHAPTER FIVE
5.1 RECOMMENDATION AND CONCLUSION…………………….5.1
BIBLIOGRAPHY…………………………………………………………5.3
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Bank marketing has been defined as the creation and delivery of services that will satisfy the needs of customers at a profit to the bank.
From the definition above, it is seen that the customer who is the ultimate target of bank marketing must be satisfied.
With the cut throat competition in the banking sub-sector, marketing becomes imperative equally as the provision of services itself.
There is need for aggressive and persuasive marketing of banking services to protect a banks existing customers base and to acquire more chunk of the market.
Nation-wide, banking institutions are recognized as a very vital institutions for economic development of a nation and in this state specifically, the banking sector is said to play a more important role in the national economy than it does in any other developing countries.
In Nigeria, the business of banking was stated in 1893 by the bank of British West African while demand for banks owned by Nigerian businessmen or by the Nigerian government dates bank to over five decades ago.
Marketing and banking, though distinct disciplines can be said to be inter-related since they belong to the family of Business administration. This inter-relationship, however, is more and broader as for as their study is concerned.
Traditionally, banking is dominated by operation orientation, and marking has played a limited role typically being equated with public relations or land advertising.
And infact, the application of marketing techniques to service in general, and to banking in particular is a relatively new science thought the world. The Nigerian banking environment is a typical example. Marketing of financial services in fraught with diverse impediments including, lack of will structural approach and under-developed nature of available services.
Apart from conventional lending tools such as loan and over draft, availability of other services such as insurance and insurance broking, pensions, equity finance, leasing and hire purchase, computer bureau services and international services is close to zero.
Even though some banks provide most of these services, the limited to a few outlets.
1.2 STATEMENT OF THE STUDY:
Marketing of financial services in our banking industries today still lacks the technical approach to creating a marketing culture at the banks. The greatest challenge for Nigerian Bank marketers is practicing what they preach. If a bank says it has all the information on a certain services, the people on the line should be in a position to answer question when customers walk in. Services are still very poor, although the increase in the number of banks has let to an intense competition even then the competition has not gone beyond that of attracting deposits through an array of innovations rather than a complete improvement in their services and meeting up with promised incentives. In the face of deregulation, liberalization, technological advancement and enhanced competition from banks and non-banks, marketers in financial services are assuming a greater role because without solid marketing culture.
Today, banks that want to survive and prosper should have more bank marketers who are adopt and trained in banking. This is true because, marketing is not about the simplicity of putting product x into the market place and hoping that y customer buy it.
It is using the resources of its paymaster organization to ensure that the needs of its customer are met” (peter Ellwood, October 1990). According to Peter Ellwood’ “the role of marketing is to facilitate an organization’s ability to sell brands, images, concepts, products or services to its current and potential customers as by understanding and meeting their need”
1.3 OBJECTIVES OF THE STUDY:
In a bid to enhance a sound market ability and efficiency in our banking industries
(1) The target market should be identified.
The target can be a particular business or a group of business or individuals in a particular area.
(2) Information should be collected on such business and this will include names, principal nature of business, names and addresses of directors or proprietors. Such information can be obtained from the locating chamber of commerce, Newspaper, Radio and Television reports and advertisements, business directories and guides.
(3) There is therefore, a need to undertake a scientific analysis of a target market to determine its attractiveness or suitability for banks assistance.
(4) Based on a bank’s assessment of a target market, a bank should limit its marketing programmer to those business that appear attractive and what while as it is very easy to win the banking customer of poor business whose relationship may soon tar sour.
(5) Determining the practice of advertising, which enhances efficiency level in our banking industry.
1.4 SIGNIFICANCE OF THE STUDY
The study is significant because of the following reasons; firstly, money plays a very important role in any economy even though money is not the penance to economic development. Nigeria is a developing economy, which needs to increase its mobilization programmers.
Banks are in good position to mobilize funds. They could do this through effective and efficient marketing of their services. The availability of financial capital is a prerequisite for the rapid development and transformation of any nation’s economy.
Since the provision and efficient management of this resources is best facilitated by the existence and appropriate functioning of financial institutions in the economy. It follows that banks have a vital role to play in creating a strong marketing culture and providing bank’s marketing capabilities, which is the single most important key to growth and profitability in the development of the economy.
Marketing responding positively to the needs and wants of people is becoming an increasingly important bank activity and also being recognized as a job for everyone in the bank, not just the so called marketing specialists.
Therefore, it is to bank executive who are both specialists and non-specialists in marketing and to all banking institutions, which are no marketing oriented and non-practitioners of lip services.
1.5 SCOPE AND LIMITATION OF THE STUDY
For the purpose of the study, the researcher will only concentrate on the preliminary investigation carried out on few banks in Enugu.
Africa bank plc.
Okpara Avenue Enugu and united Bank for Africa plc.
Station Road, Enugu.
(1) To ascertain the average time spent by customers for current and saving accounts transaction
(2) To ascertain if there are delays.
(3) What are the causes?
(4) The conveniences provided to the customers while in companism with some advanced countries.
During such investigations interview were held with bank managers and the customers of these banks. The investigation supplied the researcher with information about time spent by customers and degree of conveniences in the banks for these basic transactions.
1.6 DEFINITION OF TERMS:
(1) Bank marketing means, creation and delivery of services that will satisfy the needs of customers at a profit to the bank.
(2) Deregulation: The process or removing all the unnecessary contrals, which tends to inhibit economic performance in both private and public sectors of the economy.
CHAPTER TWO
REFERENCE
(1) Hands combe. R. Journal of the institute
Of bankers, vol, 103, part 5,
October 1982
(2) P.O Elegallam (1978) The Nigeria journal
Of economic and studies
Volume 20,No3, November
(3) The Nigeria computers users (1984) directory
Published by ogis and ododo Association limited
Lagos, 1984.
(4) A median (1983) the role of marketing
Management in banking
The quarterly review spring.
(5) Reckie W.D. (1972) the banker magazine,
August 1972.
| 1 - 5 of 96 Reviews |