Abstract
Deposit Money Banks (DMBs) in Nigeria are facing business uncertainty triggered by current economic recession, conflicting banking circulars and regulations issued by the Central bank of Nigeria(CBN) almost on monthly basis, coupled with globalization and introduction of banking technology that ushered in electronic processes and procedures. These brought about stiff competition among the DMBs. Consequent upon; banks must adopt aggressive marketing strategies to survive. Banks in order to penetrate and retain their marketing segments must employ effectively and efficiently the right marketing mix. This study examines marketing of financial services and the roles of commercial banks in Nigeria Banking Industry. For the purpose of this research, the survey research methods were adopted. Data were collected from both primary and secondary sources. Hypothesis formulated were tested using chi-square analysis. The study finds that marketing of financial services helps to increase the asset base of the bank and increase efficiency in the bank, this increase the bank performance. Therefore marketing strategies employed has improved the performance of banking sector in Nigeria. The study recommends that Banks must design a customer- driven marketing strategy that will actually satisfy the customers in order to increase their market share and to be more profitable. Nevertheless, this will enable the financial marketing manager to locate profitable market, design products that will satisfy the needs of the customers within the segment and expand the market share of the bank. This is done through research; finding the segment of the market that will be more profitable to the bank and adoption of more effective service delivery.
Table of Content
Chapter One - Introduction
Background of the Study
Statement of Problem
Objectives of the Study
Research Questions
Research Hypothesis
Significance of the Study
Scope of Study
Limitations of the Study
Chapter Two - Review of Related Literature
Conceptual Framework
Marketing and Financial Services
Empirical Review
Banking Service in Nigeria
The Promotion Mix for Banking Services
Challenges of Banks in Providing Financial Services
Chapter Three - Research Methodology
Research Methodology
Research Design
Population of the Study
Sample Size and Sampling Technique
Sources and Instrument for Data Collection
Method of Data Analysis
Justification for the Instrument Used
Chapter Four - Presentation of Data, Analysis and Findings
Introduction
Presentation of Data
Testing of Hypothesis
Discussion of Findings
Chapter Five - Summary, Recommendation and Conclusion
Summary of Findings
Recommendation
Conclusion
References
Appendices
