An Examination Of Application Of The Marketing Concept In The Banking Industry In Selected Banks In Nigeria

📄 Project Abstract

The need for marketing in banking was not recognized because for a very long time, banking was a seller's market while most customers had the impression that they were privileged to enjoy the services of a bank. In addition, bankers have traditionally been bank-oriented (or service oriented), and only in recent years have they become customer-oriented. Based on the literature, the study conducted to examine how the commercial banks understand and apply the marketing concept in their operations. It also attempted to uncover the differences in the application of the concept to service and tangible products. The findings of this study through the administration of questionnaire and oral interviews of some management staff of two commercial banks showed that only a few of them understood what was meant by the marketing concept. The research further revealed that banking industry applied the marketing concept in the operations in terms of researching into customer needs, and consulting them...