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AN ASSESSMENT OF THE MARKETING OF FINANCIAL SERVICES IN BANKS IN NIGERIA: A CASE STUDY OF UNION BANK OF NIGERIA PLC
ABSTRACT
Marketing is a management process of identifying, anticipating and satisfying the customer
profitability. It is an on-going action which starts and ends with the customer. The customer is, thus, the
focal point of every marketing activity and effort.
An assessment of the marketing of financial services in banks in Nigeria is all about determining
the importance of marketing in banks and the extent to which its principles and strategies are put in
place by the banks in achieving their objectives, particularly in these days of keen competition. A
systematic assessment in this regard has shown that banks are, of late, realising the fact that marketing
principles and strategies can mobilise and sustain their customers.
Most Nigerian banks stop at marketing their names rather than their services and the result is
that their customers become ignorant of the existence of the financial products of their bankers. It has
come to a time when banks that are still in this category should wake up from their deep slumber, brace
up to the challenges posed by the competitive banking environment in Nigeria.
The banks are well advised to arise and take the bull by the horns by employing the principles
and strategies of marketing in presenting their financial services to both existing and potential
customers.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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