Effect Of Marketing Concept On Customer Satisfactions In Nigerian Financial Institution (A Study Of Diamond Bank Plc Umuahia, Abia State Nigeria.)
ABSTRACT
This study focused on the Effect of Marketing Concept on
Customer Satisfaction in Nigeria Financial Institution, A study of Diamond bank
Nigeria Ltd. 1-ugh Profiteering and target-based marketing imposed on staff by
management gave credence to this study to evaluate the extent of the
application of marketing concept and its effect on customer satisfc'tion,
patronage and profitability of the firm. The study was carried out in Umuahia,
Abia state. Both bank customers and staff and management of Diamond bank were
used as respondents for the study. 170 Customers and 30 staff were sample using
a combination of Multistage and purposive sampling Techniques. Diamond bank has
three branches. Data were solicited and collected with the instrument of
questionnaire made of open ended and likert scale type of questions.
Information received were analyzed with simple descriptive statistics,
Spearman's correlation model and t-test statistics. The hypothesis were tested
at 5% level of significance. Findings indicates that the higher the evidence
and application of marketing Concepts Strategies, the higher the level
customers satisfaction and increase in profitability. Services challenges were found
to still exist in their operation which has the same effect on customer at all
time, tested at different branches. Employee's service quality were measured
using srviqual model. Item like Empathy and Responsiveness were found to be
low, which means that employee periodical training and coaching is highly
necessary.
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KALU, K (2021). Effect Of Marketing Concept On Customer Satisfactions In Nigerian Financial Institution (A Study Of Diamond Bank Plc Umuahia, Abia State Nigeria.). Repository.mouau.edu.ng: Retrieved Apr 20, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-marketing-concept-on-customer-satisfactions-in-nigerian-financial-institution-a-study-of-diamond-bank-plc-umuahia-abia-state-nigeria-7-2
KALU, KALU. "Effect Of Marketing Concept On Customer Satisfactions In Nigerian Financial Institution (A Study Of Diamond Bank Plc Umuahia, Abia State Nigeria.)" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 26 Nov. 2021, https://repository.mouau.edu.ng/work/view/effect-of-marketing-concept-on-customer-satisfactions-in-nigerian-financial-institution-a-study-of-diamond-bank-plc-umuahia-abia-state-nigeria-7-2. Accessed 20 Apr. 2024.
KALU, KALU. "Effect Of Marketing Concept On Customer Satisfactions In Nigerian Financial Institution (A Study Of Diamond Bank Plc Umuahia, Abia State Nigeria.)". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 26 Nov. 2021. Web. 20 Apr. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-marketing-concept-on-customer-satisfactions-in-nigerian-financial-institution-a-study-of-diamond-bank-plc-umuahia-abia-state-nigeria-7-2 >.
KALU, KALU. "Effect Of Marketing Concept On Customer Satisfactions In Nigerian Financial Institution (A Study Of Diamond Bank Plc Umuahia, Abia State Nigeria.)" Repository.mouau.edu.ng (2021). Accessed 20 Apr. 2024. https://repository.mouau.edu.ng/work/view/effect-of-marketing-concept-on-customer-satisfactions-in-nigerian-financial-institution-a-study-of-diamond-bank-plc-umuahia-abia-state-nigeria-7-2