ABSTRACT

This study aimed at highlighting the "effect of marketing in the post consolidat1OT era". (A study of Key Stone Bank, Umuahia). The problem identified showed that Nigerian banks had failed to adopt fundamental marketing principles and practice particularly in their service delivery system. Therefore, the major objectie vas to find out the effect of marketing in the post consolidation era of banks. The methodologies used in the collection of data were both, primary and secondary data. Interviews, observations, and questionnaire that were used as instrument of data collection. A sample size of one hundred and twenty (120) used. The researcher also used percentages and table in the analysis of data and correlation model in testing the hypotheses. In the findings, showed that there existed a general acceptance' of the marketing concepts and strategies. In conclusion, it was observed that marketing research in banking service is a necessary ingredient for bank positioning and customer loyalty in the post consolidation era of banks. The researcher recommended that for marketing to yield the expected result; banks need to engage in marketing research in a continuous basis, banks should change their perception towards service marketing and engage in re-branding which is necessary in repackaging the bank to prospective investors.