TABLE OF CONTENTS
TABLE OF CONTENT
CHAPTER ONE – INTRODUCTION 1
1.1 BACKGROUND OF THE STUDY 1
1.2 STATEMENT OF THE RESEARCH PROBLEM 2
1.3 OBJECTIVES OF THE STUDY 2
1.4 SIGNIFICANCE OF THE STUDY 3
1.5 RESEARCH QUESTION 3
1.6 SCOPE OF THE STUDY 4
1.7 LIMITATION OF THE STUDY 4
1.8 SOLUTION TO THE CONSTRAINTS OF THE
1.9 STUDY PLAN 5
1.10 DEFINITION OF KEY TERMS 5
CHAPTER TWO- LITERATURE REVIEW 7
2.1 MEANING OF MARKETING 7
2.2 MARKETING CONCEPTS 8
2.3 MEANING OF SERVICE ORGANISATION 8
2.4 MARKETING SERVICES 9
2.5 MARKETING MIX ELEMENTS 11
2.6 SPECIAL FEATURES OF SERVICES 15
2.7 EXTERNAL, INTERNAL AND
INTERACTING MARKET 17
2.8 HYPOTHESIS FORMULATION 18
CHAPTER THREE- RESEARCH METHODOLOGY 19
3.1 HISTORICAL PROFILE OF THE CASE
3.2 METHOD OF DATA COLLECTION 20
3.3 POPULATION AND SAMPLE SIZE 21
3.4 SAMPLING TECHNOLOGY 21
3.5 METHOD OF DATA ANALYSIS 21
CHAPTER FOUR- DATA PRESENTATION AND
4.1 DISCUSSION OF ANALYSIS 23
4.2 DISCUSSION OF FINDINGS 35
CHAPTER FIVE-SUMMARY, CONCLUSION
5.1 SUMMARY 37
5.2 CONCLUSION 37
5.3 RECOMMENDATION 38
OF INTRODUCTION 40
B QUESTIONNAIRE 41
BACKGROUND TO THE STUDY
Marketing as a discipline has evolved
from its old origin of distribution and selling to a comprehensive modern
philosophy of marketing. Thus marketing today is perceived as a cornerstone of
policy and practice of small, big knowledgeable organizations including non
profit making organization such as government parastatals, ministries etc. and
non governmental organization such as Churches, Mosques who are seeing
Marketing as a new way of looking at their relationship with their publics.
Marketing is usually identified with an
economy of abundance where a nation produces for beyond the substance needs and
in order to maintain competition advantages. Marketing is no longer a mere
distribution and services, it has evolved into a central business function
which tries to dynamically relate the organization to its markets and thus
enable it to adjust and service the changing environment. The managers today
are not only tasked with determining the price of a product or services
rendered but also has to set targets, organize marketing instrument and control
the various marketing mixes in order to achieve set objectives.
These customers’ requirements or needs
can be tangible or intangibles i.e.
Physical products and services.
Kotler, (2000) sees physical goods
anything or product that is been offered to the customer or publics in order to
meet customers needs and want which can be seen, touch, smell, taste and feel.
He further proposed that service is any
activity or benefit that one party can offer to another that is essentially
intangible and does not result in the ownership of any tangible or physical
In a service organization, prices of services are not subjected to bargain or
prior agreement which exposes the customers to possible exploitation by the
service provider (oyebode: 2006).
The American Marketing Associations
(AMA) defines marketing as a managerial process that is responsible for
identifying, anticipating and satisfying customers requirement as a profit.
Organization is the coming together of
two or more persons or companies to contribute wealth together with a common
goal in order to achieve organizational objectives ( Kabiru: 2001). Therefore,
marketing is very relevant in service organizational and the marketing
activities to be used or introduced in a service organization is based on the
organizational positioning, organization’s policy towards competitive
advantage, most especially in the banking industry.
1.2: STATEMENT OF THE PROBLEM
The problems of this study shall be
expressed in the following questions;
What is the relevance of Marketing in a
What types of marketing mix are mostly
favored in a service organization?
Does the channel of distribution used
help in goal realization in a service firm?
How was the pricing policies helped in
goal realization in service organization?
How can Marketing strategies affect the
customers’ patronage and their satisfaction in a service organization?
AIMS AND OBJECTIVES OF THE STUDY
The aim of this study is an examination
of relevance of Marketing to service organization using a financial service
firm as a case study.
Therefore, the following objectives
shall be pursued:
To find out whether the customers are
satisfied with the kind of services being offered to them or not.
To measure the reliability of the
service rendered by a giving service organization, using a particular
organization as case study.
To examine whether the service rendered
are affordable or expensive.
To establish the correlation (if any)
between the customers perceived satisfaction from the case study and other
service products in the same industry.
SIGNIFICANCE OF THE STUDY
The significance of the study relates to
the usefulness of this study, the various marketing activities performed by
financial service organization. This research work is of significance to the
researchers, students and the service organization.
This study is of significance to the
researcher in the following ways:
The project gives the researcher the
practical experience into relevance of Marketing to service organizations.
It serves as political fulfillment of
the requirement for the award of Ordinary National Diploma (OND) in Accountancy
It also adds to the researcher’s knowledge
as it helps to know more about the subject matter.
To the student at large, it will
similarly serve as secondary data for student embarking on related research or
To the service organizations, this
research would be of great use to bankers and other financial service provider
in designing and implementing of carefully designed marketing activities,
thereby enhancing better performance.
In course of the study some questions
under consideration are;
Does Marketing have effect on the
What is the impact of Marketing on the
service of the banking industry?
What are the Marketing techniques that
are most effective in the banking industry?
How much does ATM improve service
delivery in the banking industry?
1.6: SCOPE OF THE STUDY
This study is limited in scope i.e. the
area of the study covered is the service organization used as a case study in
order to examine the relevance of Marketing in a service organization. The
theoretical scope of this study is satisfaction of customers by meeting their
requirements, delivering of effective service to achieve marketing objectives’.
The study will cover the first Bank of Nigeria Plc. In Ilorin,
the Kwara State capital. The study is covering a
banking industry within Ilorin
metropolis which should be carried out within a minimum time which is a year.
LIMITATION AND CONSTRAINTS OF THE
During the execution of the research
there are limitations and constraints. Some come from the customers and bankers
who are the respondents, while others relate to finance and time constraints.
As it is obvious, many organizations do
not spell out all records and make some information secrecy. This makes some
information not being able to be obtained.
Also, the researcher is also faced with
financial problems because of the high cost of internet browsing and cost of
meeting the customers for information.
Lastly, the time factor in the sense
that the research was conducted during the normal school period when one has to
attend lectures and engage in other vital commitments such as seminars,
symposiums, continuous assessment, test and examinations.
SOLUTIONS PROVIDED TO THE CONSTRAINTS
OF THE STUDY
In order to obtain comprehensive
information needed from the study. Apart from the information obtained from the
website, various investigations where conducted through observations,
questionnaire, among other source.
Furthermore, to curb the problem of
finance, funds were raised through donations and rallies were also concluded.
Lastly, the time factor being a major
problem, it was ensured that enough time was made available to conduct the
project. Investigations conducted for the study was done mainly during the
The study is divided into five chapters,
and each chapter is sub divided into sub parts.
Chapter One contains introduction,
background of the study, significance of the study, research questions, scope
of the study, limitations, study plan and definition of keywords.
Chapter Two contain or reveal all the
While chapter Three is purely research
Chapter Four is concern with data
presentation and analysis.
Finally, chapter five which is the last
chapter entails the summary, conclusion, recommendation, bibliography and
DEFINITION OF KEY WORDS
Marketing is a philosophical concept stressing the identification of customer
needs, the distribution of such needs in goods and services from point of
production to the point of consumption, thus provides such customers with
satisfaction and the desired profit through consumer satisfaction.
2. SERVICE MARKETING:
This is an aspect of management activity which seems to direct flow of service
beneficiary to selected clients.
This is the coming together of two or more persons or companies to gather
wealth and share a common goal in order to achieve organizational objectives.
4. SERVICE ORGANIZATION:
This comprises of individual organization or industry that provides activities,
benefits and satisfaction for customer at a fee in abstract value.
This is any activity or benefit that one party can offer to another that is
essentially intangible and does not result in the ownership of anything, its
production may or may not be tied to a physical products.