Impact Of Strategic Marketing Planning On The Performance Of Commercial Banks In Nigeria. A Study Of Zenith Bank In Umuahia

ABSTRACT

The study examined the effect of strategic marketing in enhancing effective and efficient marketing in the banking sector. The major objective of the study is to examine the impact of strategic marketing plamung in enhancing effective and efficient bank customer service delivery. While the specific objectives which include to: (i) determine the best marketing strategies that will enhance efficient customer satisfaction; (ii) identify the effect for the failure of the adoption of strategic marketing planning by indigenous contemporary banks; (iii) valuate the competitive and environmental factors affecting effective and efficient adoption of marketing strategy; (iv) Ascertain in the effect of marketing concept in enhancing customer satisfaction in the banking sector; (v) make recommendations based on findings. The study made use of 160 as the sample size adopted from a population of 200. This was through a purposive sampling method. However, questionnaire was adopted to collect primary data which was later analyzed with simple percentages. Correlation was adopted to test the research hypotheses of the study. After the study, the researcher concluded that strategic marketing planning enhances effective and efficient customer satisfaction in the banking sector. And therefore, recommended that adoption of strategic marketing in the banking sector.