ABSTRACT
This study was motivated by the need to establish whether Broad Bank implement or practice the marketing concept. The customers and personnel of Bank surveyed in the study.
The research instrument used for data collection were mainly questionnaires and interview guide. Data collected were organized and analysed by putting them into tables, frequencies and percentages. The research questions were answered based on the data in the table.
Data analysis and interpretation produced the following findings.
1. Bank personnel do not reflect implementation of marketing concept in their behaviour towards customers.
2. Customers spend too much time to make withdrawals or deposits.
3. Customers are subjected to discomfort and hardship in marking withdrawals or deposits.
4. Computerization in the banks is still not working effectively.
5. The quality of services given to customers is not satisfactory.
Based on the findings, the following recommendations are put forward to improve on the quality of bank services.
1. Organizing workshops and seminar to enlighten and up date personnel knowledge and still on customer service delivery.
2. Installing new generation computers for improved services.
3. Using research to monitor customers’ satisfaction or dissatisfaction and taking remedial action.
4. Attending to customers’ problems or complaints satisfactorily and promptly.
5. Monitoring staff to ensure that they actually implement the marketing concept.
6. Ensuring and maintaining quick service delivery.
The conclusion of the study is that implementation of the marketing concept in Broad Bank is still not satisfactory but the above recommendations can be used to improve on the level or quality of services given to customers.
TABLE OF CONTENTS
Abstract
CHAPTER ONE
1.0 Introduction
1.1 Background of Study
1.2 Statement of Problems
1.3 Research Objectives
1.4 Research Question
1.5 Research Hypothesis
1.6 Scope of Study
1.7 Significance of study
1.8 Limitation of study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature Review
CHAPTER THREE
3.0 Research methodology
3.1 Research Design
3.2 Population of study
3.3 Sampling Design and Procedure
3.4 Data Collection Instrument
3.5 Administration of Data Collection Instrument
3.6 Methods of data analysis
CHAPTER FOUR
4.0 Data Presentation and Analysis
4.1 Data Presentation
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Questionnaire
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