APPLICATION OF MARKETING CONCEPT IN COMMERCIAL BANKING AND ITS EFFECTIVENESS IN CUSTOMER SATISFACTION (A CASE STUDY OF GTB, UYO)

APPLICATION OF MARKETING CONCEPT IN COMMERCIAL BANKING AND ITS EFFECTIVENESS IN CUSTOMER SATISFACTION (A CASE STUDY OF GTB)

TABLE OF CONTENTS
Title page                                                                         i      
Declaration                                                                      ii
Approval page                                                                  iii
Dedication                                                                       iv
Acknowledgement                                                            v
Abstract                                                                           viii
Table of contents                                                             x

CHAPTER ONE: INTRODUCTION
1.0   Introduction                                                             1
1.1   Background of the study                                          3     
1.2   Statement of the study                                             5
1.3   Purpose of the study                                                        7
1.4   Significance of the study                                          9     
1.5   Research questions                                                  11
1.6   Statement of Hypothesis                                          12
1.7   Delimitation of the study                                         12
1.8   Definition of terms                                                   13

CHAPTER TWO: LITERATURE REVIEW                               
2.0   Introduction                                                             16
2.1   Historical Perspective of Research Area                   16
2.2   Review of current Literature                                     18
2.2.1        Marketing Concept                                                  22
2.2.2        Contrast Between sales and Marketing Concept      23
2.2.3        An Overview of Nigerian Financial System                       24
2.2.4        Classification of the Nigerian Financial System               25
2.2.5        The Role of Marketing in Nigerian Financial            26
2.2.6        Marketing of Banking Service in Nigeria                 27
2.2.7        Application of marketing mix in the Banking Industry    28
2.2.8        Total Quality Management                                       41
2.2.9        Customer Satisfaction                                             46
2.2.10 State of the Banking Industry                                      48
CHAPTER THREE: RESEARCH METHODOLOGY
3.0   Introduction                                                             53
3.1   Area of study                                                            54
3.2   Research design                                                       54
3.3   Population of the study                                            55
3.4   Sample and sampling technique                              55   
3.5   Instrument for data collection                                  56
3.6   Administration of the instrument                            58
3.7   Method of data analysis and presentation               58
CHAPTER FOUR
4.0   Introduction                                                             59
4.1   Characteristics of respondents and classification    59
4.2   Data presentation and analysis                                       61
4.3   Answer to research question                                    75
CHAPTER FIVE
5.0   Introduction                                                             78
5.1   Summary                                                                         78
5.2   Conclusion                                                              80
5.3   Recommendations                                                   81
Bibliography                                                            84                    Appendix/Questionnaire                                         86

Get the Complete Project