ABSTRACT

The basic objective was to empirically evaluate marketing concept and the impact on the profitability of selected financial firms in Aba, Abia state. The study made use of primary data which were obtained through administration of questionnaires in a field survey. The data collected from the returned questionnaires were analyzed using descriptive statistics (frequency and percentage) and chi-square (x2) technique. The empirical result from descriptive statistics indicates that the majority  of the  respondents were, females with 56.5%, fell into the age bracket of between 31-40 years, single with 54.3%, had B.sc./HND with 50%, civil servants with 32.6%, graded quality of bank service to be fair with 48.9%, spent above 55 minutes in the bank with 43.5% and graded bank staff and customer relationship to be good with 43.5%.The result of the chi-square (x2) analysis indicates that there was a significant relationship between application of marketing concept and bank profitability. It was recommended that the management of the banks is to improve services render to customers, they should employ more staff to render smoother services and to deliver training programmes to increase the knowledge of line managers and other staff.

TABLE OF CONTENT

Title page  i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of content vi

List of table ix

Abstract x

CHAPTER ONE

INTRODUCTION 1

1.1 Background of the Study 1

1.2 Statement of the Problem  2

1.3 Objectives of the Study 3

1.4 Research Questions 3

1.5 Research Hypotheses 4

1.6 Significance of the Study 4

1.7 Limitations of the Study 5

1.8 Scope of Study 5

1.9 Profile of the Financial Firms 5

1.10 Definition of Terms 5

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.0 Marketing and Banking  11

2.1.1 Marketing Management 12

2.1.2 Marketing Concept 18

2.1.4 Marketing Environment and Communication 21

2.1.5 Vital element of Marketing relevant to banking 25

2.6 Summary 25

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 The Research Design 28

3.2 Area of the Study 28

3.3 Population of the Study 28

3.4 Determination of the Sample Size 29

3.4.1 Determination of sample size using Yaro Yamane formulae  29

3.5 Method of Data Collection 31

3.6 Structuring the Instrument/retesting 31

3.7 Method of Data Presentation 32

3.8 Sampling Techniques Method 32

3.9 Validity and Reliability 32

CHAPTER FOUR

DATA PRESENTATION,  ANALYSIS AND INTERPRETATION OF RESULT

4.0 Introduction 34

4.1 Rate of Return of Questionnaires for bank customers    34

4.2 Demographic Profile of the Bank Customers 34

4.2.1 Gender of Bank Customers 35

4.2.2 Age 35

4.2.3 Marital Status 36

4.2.4 Educational Attainment of Bank Customers 37

4.2.5 Occupation 38

4.3 Response to the Items in the Questionnaires to Bank Customers 38

4.3.1 Grading of quality of service rendered by Bank for customers comfort 39

4.3.2 Time spent by Customers in the Bank 39

4.3.3 Grading of Bank staff and Customers Relationship 40

4.3.4 Medium of Bank Communication to Customers 41

4.3.5 Improving Bank Level of Performance 41

4.3.6 Services to be improve by Bank 42

4.3.7 Reason for change of Bank of Customers 42

4.4 Demographic Profile of the Bank Staff 43

4.4.1 Gender of bank customers 43

4.4.2  Age 43

4.4.3 Marital Status 44

4.4.4 Educational Attainment profile of the respondents 45

4.3 Testing Hypothesis 47

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary 51

5.2 Conclusion 52

5.3 Recommendation 52

REFERNCES