ABSTRACT

This study is centered on the place of marketing in financial intermediation. Marketing plays an important role in the mobilization of financial resources for long and short term investment through financial intermediation. It uses study of (selected deposit money Banks in Nigeria) to illustrate the positive effect of marketing on consumer satisfaction on these banking industries. Its main objective is to examine the roles, operations and functions for marketing in financial intermediation. The project was embarked on to know the role, operation and function of marketing in financial intermediation, and also to know if actually marketing has contributed to attracting and sustaining depositors’ and borrowers’ interest, and also value creation among shareholders in banks. Data were presented in tables to show the degree of correlation analysis and responses. A random sampling techniques was adopted to get a sample size of 105, thus 105 questionnaires were distributed. However, it is important that standardization of money deposit banks services based on different account holdings and services rendered should be very effective in customer attraction and sustenance. The researcher found out that most financial intermediaries do not know the importance of the risk and marketing information generated. The researchers thus recommend that there should be an effective proficiency in collecting and analyzing marketing information for investors as shareholders.        

TABLE OF CONTENTS

Title i

Declaration ii

Certification iii

Dedication iv

Acknowledgment v

Table of contents vi

List of Tables ix

Abstract x

CHAPTER ONE

INTRODUCTION

1.1    Background of the Study 1

1.2    Statement of Problem 3

1.3    Research Questions 4

1.4 Objectives of the Study 4

1.5    Significance of the Study 5

1.6    Research Hypothesis 5

1.7 Limitation of the Study 6

CHAPTER TWO

LITERATURE REVIEW

2.1 Bank Marketing Programme 7

2.2 Consideration for a Successful Marketing Programme 8

2.2.1 A Bank Mission Statement, Objective and Goals 8

2.2.2 Marketing Environment 9

2.2.3 Marketing Mix 9

2.3 Financial Intermediaries as Markets for Firm Assets 11

2.4 Interest Rates Determination and Structure 12

2.4.1 Interest Rate Determination 13

2.5 Money Market Purpose and Structure 14

2.5.1 The Role of Money Market 14

2.5.2 Money Market Segments 15

2.6     Role of Marketing in Attracting and Sustaining

Customers Interest and   Relationship 16

2.7 Factors that Attracts and Retains Customers in a Bank 18

2.7.1 Effective Communications 18

2.7.2 Achievement Drive 19

2.7.3 Daily planning and Personal Management 20

2.8    Importance of Service Quality and Customer

Satisfaction in Banking Sector 20

2.8.1 Customer Satisfaction 21

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design 22

3.2 Area of the Study 22

3.3 Population of the Study 22

3.4 Sample and Sampling Techniques 23

3.5 Sources of Data Collection 23

3.5.1 Primary Data Collection.  23

3.5.2 Secondary Data Collection 24

3.6 Validity of the Data 24

3.7 Reliability of Instrument 24

3.8 Method of data Collection 25

3.9 Model Specification 26

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 Distribution and Retrieval of Copies of Questionnaire 27

4.2 Analysis 28

4.2.1 Test 1 28

4.2.2 Testing of hypothesis one 30

4.3.1 Table 2 31

4.3.2 Hypothesis two 32

4.5.1 Test 3 35

4.6 Testing of hypothesis 3 37

4.7 Discussion of findings 38

CHAPTER FIVE

SUMMARY, RECOMMENDATION AND CONCLUSION  

5.1 Summary of Finding 40

5.2 Conclusion    40

5.3 Recommendations 41

REFERENCES 42

APPENDIX 

LIST OF TABLES

Table 4.1 Distribution and Retrieval of Questionnaire 27

Table 4.2: Assessment of the impact of buying 

and selling on financial intermediation. 29

Table 4.3: Buying and selling and customer satisfaction 30

Table 4.4: Standardization of service and financing and 32

 customer relationship

Table 4.5 standardization of service and customers relationship 34

Table 4.6: Assessment for Rise Taking and Information 36