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