Effect Of Improving The Efficiency Of The Nigerian Banks Through The Application Of The Marketing Concept (A Case Study Of Ndiafia Community Bank Ogbete Enugu):- Okereke Chimaobi W

ABSTRACT

This study, ‘The Effect of Improving the efficiency of the Nigerian banks through the application of the marketing concept’, is aimed at determining the extent to which Nigerian community banks (Ndiafia Community bank as the case organization)’ practice the marketing conception - customer orientation. The population of this study is made up of Ndiafia community bank staff and relevant banks customers. In order to cany this study effectively, the researcher used ‘primary data technique to determine the customer’s sample size as the number of customers of the said community bank were not known. To ensure that the instrument used for data collection are valid, the researcher insisted on face to face validity method. Based on this, relevant test hypothesis were made and analyzed, From it, decisions were made. The study indicates that most of the customers of Ndiafia community bank operates only the traditional type of account savings, current and deposit account. It was revealed that customers waste much time in the said community bank. The analysis also indicated that community banks are still practicing the sellers marketing where the customer has no choice and this means noil-application of the marketing concept. Proper testing of the hypothesis also confirmed the fact that Nigerian community banks are yet to embrace the market concept. The established marketing department should have their customer’s satisfaction in mind. The volume of marketing activities in their operational system should be increased