Assessment Of The Practice Of Marketing Concept In Banking Industries In Nigeria (A Case Study Of Afribank Nig. Plc, Enugu)

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Assessment Of The Practice Of Marketing Concept In Banking Industries In Nigeria (A Case Study Of Afribank Nig. Plc, Enugu)


The purpose of this study is to find out the extent to which the banking industry practise marketing concept bearing in mind the poor quality of services rendered in our banks. In order to achieve a good result, the researcher decided to split the five distinct chapters, each with different objectives.

Respondents were selected by means of random sampling. Data were collected by the rise of questionnaire, observation, oral interview and liberary research.

The following conclusions have been drawn from the relevant major findings of the study:

Afribank is still practicing sellers market where they are only interested in selling their services to the public whether to the satisfaction of the customers or not.

Customer satisfaction is not uppermost in the minds of our banks instead they would have used part of the millions of naira profit they make to see to the welfare of their customers which is simply what marketing concept is all about.

Attitude of banks towards their customers has made them to put location and convenience into consideration instead of services in their choices of banks.

For the banks that advertise their services, people refer the use of television for advertisement.

Nigeria banks still have a long way to go as some of them have not started practicing marketing concept. Recommendations of the researcher were also based on the above findings and some other salient points in the course of the study.

Chapter One

Introduction Of The Study

The manufactures of consumers products in British business were the earliest to accept the basic marketing message, that if want to prosper in business you must give both they need to give you their best. To the customer, the right prosper in business you must give both your workers and your customers what they need to give you their best. To the customer, the right product of the right time and promote it instead of simple toiling to sell what you happen to make. To the workers it is adequate remuneration and compensation to give you all they have to offer as their best in the industry.

Marketing concept is a customer orientation backed up by integrated marketing aimed at generating customer satisfaction as the key to achieving organizational goal. The purpose of every business is to create and keep a customer. The objective of the marketing process is profitable requirements and needs. Emphasis is on customers needs, satisfaction at a profit to the business organization. The organization should stop looking inward to the customer. The marketing concepts is a management philosophy which holds that the main reason for a company being in business is to satisfy the customer, though at a profit to the organization.

1.1 Statement Of Problems

The problem of poor quality or no quality of services is not peculiar to the banking industry. It is a general problem of this nation that we do not appreciate giving quality services, although we appreciate receiving it.

The quality of services rendered by our banking industry has been attracting incessant criticism and condemnations from people in all walks of life. The most recent is that of Chief Chris Ogunbanjo (Former President of Nigeria / America chamber of Commerce) who described bank as “instrument of financial terrorism”. According to him, there is urgent need for reform in Nigeria banks and such reforms must fall squarely on the central bank and our banks. There is need for our banks to look forward and make necessary adjustments.

Infact, the shortcomings of banking system in this country is nothing far from frustration for their customers go to the banks to cash money only to spend the whole day waiting to be attended to and any complaints or inquiry from the customers will be met with rudeness from staff, forgetting that they are employed to serve these customers no matter how small or big he or she may be.

It is all these experiences and a number of others that pushed the researcher into knowing whether banks practise marketing concept, and if not, to find out to what extent it will help in improving their services to customers.

1.3 Purpose Of The Study

The purpose for which this study was carried out were:-

  1. To ascertain the extent to which banks practise marketing concept.
  2. To find out customers feelings towards banking services.
  3. To make the banking industry in the state who lack the marketing knowledge realize the problems facing them.
  4. Finally, to make recommendations with regards to what can be done within the individual banking industries to improve their services to customers.

1.4 Delimitation Of The Study

The scope of this research does not go beyond the assessment of the practise of marketing concept in banking industries in Nigeria- evaluation and then coming up with findings on the impact created by the practise of such concept in Afribank.

The study therefore shall particularly concentrate on AFRIBANK Plc, Enugu.

1.5 Research Question

  1. To what extent are the practise of marketing concept been hindered in the banking industries?
  2. To what extent is marketing concept relevant in the banking operation?
  3. To what extent is the scope of banking activities observed?
  4. To what extent does the banker rudeness to their customers affect banking operations?
  5. To what extend does bankruptcy befall banks in Nigeria?

1.6 Significance Of The Study

With the widening in the scope of the banking activities and subsequent overall complex nature of todays business, with its attendant, problems and perhaps prospects, on indepth assessment analysis will go a long way into finding out the derivable benefits that might result from the astute implementation of the concept otherwise, it will discover the insignificant impact that might as well emanate from the practise of the marketing concept and then possibly profer solutions that will be general towards overhauling the entire marketing segments /system in the banking industry.

In addition, this study will enable the researcher to appreciate the applicability of knowledge she had acquired so far from class room work.

Finally, the experience gotten in this study will undoubtedly help the researcher in future should she find herself in some important sensitive position like members of the management team of any bank.

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