THE ROLE OF MARKETING IN SELECTED COMMERCIAL BANKS IN ANAMBRA STATE: A SURVEY OF THREE SELECTED BANKS IN ONITSHA METROPOLIS

AUTHOR: IHEKWEAZU STELLA .E.

DEPARTMENT: BUSINESS ADMINISTRATION

AFFILIATION: NNAMDI AZIKIWE UNIVERSITY, AWKA.

This study is designed to reveal to banks especially the three selected commercial banks, the importance of marketing in the banking industry. However, because of the increase in competition in the industry these days, banks are marketing conscious and are restless in their services development and innovation pursuits. This study is set, to determine the role (s) which marketing plays in banking activities. However, the sample survey method was used to gather information from bank staff and customers of First Bank Nig. Plc., Union Bank Nig. Plc., and Chartered Bank Nig. Plc., all located in Onitsha metropolis. Some selected customers and bank staff were used in the formulation of sample size of 80 for the customers and 86 for the bank staff. The researcher tested the hypotheses through the use of chi-square and presented the results in tables reflected in chapter four. However, after analyzing the various data gathered, the researcher came up with the following findings. That First Bank of Nig. Plc., Union Bank Nig. Plc. And Chartered Bank Nig. Plc., Onitsha are marketing oriented banks and undertake many marketing functions. There are good cordial customers relationship between the banks and their customers, hence the institution and designation of the position of relationship marketing officer in these banks. The banks are customer oriented and have integrated marketing in their operations arising from the adoption of marketing concept. In the light of the foregoing, the following recommendations were made, viz:- 1. That Banks must be customers oriented in order to remain at the apex of the industry. 2. That Banks must find out what the customers wants are, and develop profitable products and services to meet them so that satisfied customers are guaranteed to enable them remain leaders and maximize profits. vi 3. That bank must restructure and harness the benefits arising from re-engineering, through training and development of their human resources.

TO VIEW THE FULL CONTENT OF THIS DOCUMENT, PLEASE VISIT THE UNIZIK LIBRARY WEBSITE USING THIS LINK,http://naulibrary.org/dglibrary/admin/book_directory/Thesis/10040.pdf

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