DEPOSITS MOBILIZATION THROUGH MARKETING OF BANKING SERVICES (THE CASE STUDY OF THE FIRST BANK OF NIGERIA ILORIN)

ABSTRACT

        Deposit mobilization is the bedrock of the present and future growth of all banks and marketing has been on essential element in the management of modern banking in Nigeria.

        In purpose of this study is to examine the growth of banking services and to analysis the marketing effect and the extent to which marketing can improve the efficiency of services in the first bank of Nigeria plc.

        The way of implementing marketing services and the extent to which these services meet, the customers satisfaction. The differences between marketing in bnaks, marketing customers or industrial goods and manufacturing organization. And the extend to which first bank market its services in terms of employing market techniques to mobilizes the customers, increase patronage and improving efficiency and effectiveness of their operations.

        This research work can be groups into five chapter

Chapter one: It deals with the introduction, statement of general study, objectives of the study, scope and limitation of the study, significance of study brief history of first Bank and definition of terms.

Chapter two: will treat literature review, historical development of banking in nigeria, emergence of first bank of nigeria, what is marketing, the marketing mix, marketing function in commercial banks challenges of marketing and funds mobilization, public relations, selling, standard of services, services offered by first bank plc, and difference between marketing services and marketing of other consumer or industrial product.

Chapter three: it deal with the research methodology, research population, sampling techniques, statistical techniques employed, validity and reliability.

Chapter four: It contain the data presentation and analysis and summary of findings

Chapter five: will discuss the summary, conclusion and recommendation

TABLE OF CONTENTS

CHAPTER ONE

1.0      Introduction

1.1      Statement of research problem

1.2      Objectives of the study

1.3      Scope and limitation of the study

1.4      Definition of the terms

CHAPTER TWO

2.0      Mergence of first bank of Nigeria

2.1      What is marketing

2.2      The marketing mix

2.3      Marketing (selling) function in commercial bank

2.4      Public Relation

2.5      Selling

2.6      Challenges of marketing and find mobilization

2.7      Service offer by first bank

2.8      Difference between marketing of banking service and marketing of other consumer or industrial product and services.

CHAPTER THREE

3.0      Research methodology

3.1      Research population

3.2      Sampling techniques

3.3      Method of data collection

CHAPTER FOUR

4.0      Data presentation and analysis

4.1      Historical development of banking in Nigeria

4.2      Organization chart of case study

4.3      Data presentation

4.4      Data analysis

4.5      Result of findings

CHAPTER FIVE

5.0      Summary

5.1      Conclusion

5.2      Recommendation of findings

5.3      Reference

CHAPTER ONE

INTRODUCTION

        Deposit mobilization is the bedrock of the present future growth of banks. In the past emphasis was on marketing and distribution of goods but with recent development which arises duet o technological economical and social changes as well as changes in the people expectation marketing of financial services has gone beyong these for the continuous survival of financial institution.

        The traditional approach to banking began to chances as bankers come to realize that marketing has a role to play in any modern organization whether such organization is profit oriented or not profit oriented. The role of marketing become important in Nigeria as the business of banking grow from the function of taking deposit; lending money transmission services to include a host of other financial services. Profit making activities in an organization is very important, profit have to be made ensure survival and to finance development.

        In an organization like commercial banker profit marketing activities is a function of intelligent marketing strategy in business. It involves the effort to understand satisfy the need of both present and potential customers. In order to satisfy customer, the need for the application of different element knows as marketing mix.

        The marketing mix which can be defined as the combination of element which must be linked of mix of together in a unique manner of devise marketing strategy. Decision made in each of these areas are design to provide the most promising means of meeting the needs of target market. That is a well defined set of customer whose needs the marketing want to satisfy.

        The banking industry in Nigeria is highly competitive. The establishment of new banks like oceanic bank, Zenith bank, diamond bank etc. recent year and the opening of numerous rural branches by the bank has increase competition within the banking industry. The completion centers and around quality of services provided location, building and tradition and adaption of contracts. Other areas of competition includes innocation and adoption of modern technique like computerization of their services.

        Unlike the marketing of tangible good whose main taks is to formulate stranges for pushing their goods to the final consumer, marketers of banking services have two to achieve in their marketing services.

        The primary function is to mobilize funds for lending proposes by an accepting deposition various account like savings time or fixed deposits and current demand deposits.

        These functions are not limited to the trust banking alone. Furthermore the marketer of banking services also needs to design strategy for investing their find just like marketer of tangible ways were each subset may be regarded as largest market. The banking market is also segmented into money and capital market and this according to the type of financial and required by the customers.

1.1   STATEMENT OF RESEARCH PROBLEM

        Banks, in their effort to provide essential and courteous banking services to their customer, are often facing with mumerous problems. These include persistent long queves by customer, system of initials control, stringent lending policies, and unnecessary delay in clearing cheque and bank staff in difference to their customers.

        The bank pleases against these serious accusation infect blamed the environment in which they operate some negative aspect of this environment include fraud impersonation cheating material and external theft.

        Furthermore the problem of developing nation with a massive population whose literacy is very low inspite of the fact that first bank of Nigeria plc some marketing techniques like and regimed sales promotion, the extended to which theses technique and tools and been systematically used to climate customer complains yet to be known in addition ways in which marketing can be integrated into banking business and the extent to which the marketing can contribute to the improvement of banking efficiency and effectiveness and area is which little work has to be done in Nigeria it is as a result of all these that promoted the needs to carry out this research.

1.2   OBJECTIVES OF STUDY

        Marketing of banking services goes beyond selling banking services it involves a careful cultivation of the existing connection and seeking for the correction the advantage of bank and it customer like seeking to make the best use of the banks presence in its community.

        The aim of this study is to examine the role of deposit mobilization through marketing in the banking sector and to determine the extent to which first bank of Nigeria Plc market it service. To this end the study shall be examine.

i.            Ways of implementing marketing extent service in first bank and to find out extent to which these service meet the customer satisfaction.

ii.          The different marketing in banking, marketing consumer or industrial and good and service and manufacturing organization.

iii.        The extent to which first bank of Nigeria plc market its services in terms of employing marketing technique for mobilizing their customer increasing their patronage and improving efficiency and effectiveness of their operation.

1.3   SIGNIFICANT OF STUDY

        The study is important because is carefully improving and asses deposit mobilization through marketing of banking services in Nigeria the study has acquainted the researcher with the role and contribution forward deposit mobilization through banking services and accomplishment of the growth and development the economy also the study has analyze the works of deposit through banking services

        The study helps to improve the performance and maintain bank customer relationship.

1.4   SCOPE AND LIMITATION OF THE STUDY

        Time has been are of the major problem in writing this project it is more pointing out that the research being a final year student.

        The problem arises out of apportioning the time for the project writing and to cover adequately the course work. Another limitation of this research is that some of the respondent which is being contact was not cooperative as they reject the questionnaire given to them. Also, for some financial reason the volume of the researcher initially had in mind to produce.

        The scope of this study is wide but can be only narrow down by particular reference made by first bank and its branches to narrow the wide scope of this study (topic) necessitate the choice of deposits mobilization through marketing of banking.

1.5   DEFINITION OF TERMS

BANK: A bank is a financial market institution which accept money, safeguard deposit of money from customers, which per mint money to be withdraw or transfer from one account to another and it lands surplus of deposited money to customer who wish to borrow.

SERVICE: can be said to be organized systems to provide for the need of public service are these separately identifiable essentially in tangible activities that provided want satisfaction and that are not necessarily tried to the sale of product or another services

INTREST: this is money paid either loan of for the someone else money

TREASURY: It is a sale or strong room for where cash and other valuable document of bank are kept

VOUCHERS:  these are paying in ships cheque debit and credit and other document from which account are posted. It is a book where account are kept.

COMMERCIAL BANK: These are bank that offer full banking services to commerce, industry and other sector of economy. These services include current saving, foreign exchange and fixed deposit account

STRATEGY: It is a particular plan or way for achieving good of an organization. It refer the statement of long term causative to be achieved that is the and of which the organization intend to achieved

CUSTOMER/CONSUMER: these are the category or group of peoples the organization intend to satisfy in order to achieve the organization goals and objectives

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