Adoption Of Marketing Concept In Customer Service In A Development Economy (A Study Of Ecobank Nigeria Plc)

ABSTRACT

The study examined the adoption of marketing concept in the customer service in the developing economy of the adoption of Nigeria. The spec jflc objectives were as follows: to determine the importance attached to the determination of the needs and expectation of the target market as input for service content formulation, to access the level of inclination to consumer satisfaction in policy formulation, to access for the relevance the role of customer relationshi, in banks exchange and transaction. The study was conducted in eco bank Nigeria plc. Primaiy data obtained from administration of questionnaire was analyzed using descriptive statistic such frequency/percentage, "t" test model and spearman Pearson correlation coefficient model, The finding revealed that determination of customer 's needs and expectations play significant role in the formulation of banks services content in Nigeria, Banks are significantly influenced by the need to achieve customer satisfaction in corporate policy formulations and Sustenance of customer relations significantly influences banks in exchange and transaction activities. It was recommended that there is need for management of eco bank to channel more fund to the marketing department to enable then attract and retain competent customer that will increase profitability of the bank.