Effective Customers Service As A Market Tool In The Banking Industry (A Case Study Of Guaranty Trust Bank Enugu)

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Effective Customers Service As A Market Tool In The Banking Industry (A Case Study Of Guaranty Trust Bank Enugu)


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

Also, our emphasis based on banking industry specifically Guaranty Trust Bank Plc.

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

Throughout the study, the inquiry of questions requiring innovation responsiveness exceptions, remain low and restricted to few concepts such as graph, ratio percentage and analysis. These concepts varies with the higher percentage in theory than a practice.

It was also found that there is significant level of product development and product differentiation on customer satisfaction although the instrument used for the study contained mathematical calculations. For the company to attain this level of performance in customers service, the knowledge of market operation is necessary.

Profitability as a financial strategy requires the use of entire market behaviour as a general method of formulation of policies.

Lastly, the attention of financial export designers, marketers, authors and publishers of textbooks and organizes of marketing services have been drawn take cognizance of the changing nature of customer service

Chapter One


1.1 Background Of Study

Peter Drucker (1962) describes the millennium as an era of the 3c’s which are perplexing, complexities, intense competition and accelerated change.

The global banking environment ahs witnessed rapid changes in the 90’s and that has passed serious challenges to the financial service sector. The changing customers demands and technological innovations has already transformed the face of the banking appearing outdated and specialization becoming a common feature.

The global development such as globalizations, universal banking, commerce on-line banking interest 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 and developing at one end, at the other bank are adding new products and services to their traditional offering. Hence facilities such smart card internets ATM, EDTPOS and various forms of electronic delivery channels which are common features in developed economics are spreading world wide.

Kelvin Hall (2001) observed “the most successful financial service firms of the coming decade will be those who 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 behaviour allowing the firms to

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