MARKETING OF FINANCIAL SERVICES BY NIGERIAN BANKING INDUSTRY IN NIGERIA

MARKETING OF FINANCIAL SERVICES BY NIGERIAN BANKING INDUSTRY IN NIGERIA

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.

MARKETING OF FINANCIAL SERVICES BY NIGERIAN BANKING INDUSTRY IN NIGERIA