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The Role Of Marketing In Commercial Banks
[A CASE STUDY OF DIAMOND BANK PLC, ILORIN]
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1.3 OBJECTIVES OF THE STUDY
For banks to survive, they must complete in the market and adopt the marketing concept that makes them outstanding not just with other banks but rather with other sort of non-banking financial institutions.
The study is also important to banks because it enables them to complete favourable with other banks in the market without the fear of loosing their customers to their competitors, and for the bank to survive, they must capture a reasonable share of the market.
1.4 SIGNIFICANCE OF THE STUDY
Marketing strategies in commercial banks plays a vital role in achieving the objectives of banking industry to, it can not be overlooked. Therefore, the study will enable the Nigerian Banking industry realize how to formulate and implement marketing strategies and improve its effectiveness so as to know the role of marketing in Nigerian Banks.
Nigerian Banking Industry can not service without efficient and effective marketing strategies. It is therefore, pertinent to involve market strategies. It is therefore, pertinent to involve market strategies in the Nigerian Banking Industry.
All the efforts of the industry to satisfy customers and to maximize profit will be abortive if emphasis is not given to marketing strategies. This study will reveal how marketing strategies could be effectively handled in order to realize the industry objectives.
Marketing recognizes the customers as a king. The survival of any organization depends largely on how customer satisfaction is maintained. This study will enable the industry to realize the needs to satisfy customers in their operation so that the objectives of the industry could be met.
1.5 SCOPE OF THE STUDY
This research work will basically be conducted on members of the public who patronize Diamond Bank Services. These members of the public are termed customer, they include those who keep one account or the other with the bank and others who come to the bank to transact business with the bank.
This research work will be limited to Ilorin metropolis and all well as the customers residing in the town since a Diamond Bank Ilorin branch is the case study of the research.
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ABSRACT - [ Total Page(s): 1 ]ABSTRACTThis research work shows the role of marketing in commercial banks, taking Diamond Bank Ilorin as a case study. Marketing is defined as the process of getting a product to the consumer which involves a number of related business operation i.e. finding out what the consumer wants designing the product so that the consumer can buy and the producer will benefit in terms of profit. And on the other hand, Bank can be defined as an institution which accepts deposits from the public and in turn ... Continue reading---
