ABSTRACT
Banks are established to make profits. Are these profits made at me expense of the customers or is it as a result of the seminar provided by these banks.
This study attempts to highlight those key factors that different banks managements will consider in their choice of branch locations and customers preferences for their choice of banks to serve them. This will enable banks to focus on the critical factor that affect market preferences.
The study was done using survey research design with questionnaire as due key instrument for collecting primary data. A total of 1000 and 200 bank customer and officials questionnaire respectively were duly completed and analyzed. Based on the analysis of the generated formulated hypothesis were tested at 95% level of significance using 2 test of proportion.
The underlisted constitute some of the major findings of the study, management of Banks have special preference for large markets like Lagos and Aba for their branch locations. Marketing activities of banks in these large markets are directed at protecting and expanding their stream of revenues in these areas. Banks in both markets describe the nature of their banking business in terms of the product/services they offer and their I.T power.
In the light of these findings, the study recommends that, Banks should posses profitable and complete range of product, continuous product service innovations and improvements. Banks should always invest heavily in information technology to remain relevant and profitable. As banks must to open branches in these markets, it is appropriate for banks to make their customer dependent on them and gain their trust and confidence.
TABLE OF CONTENTS
Title page
Certification
Dedication
Acknowledgement
Abstract
Table of contents
List of Tables
CHAPTER ONE: INTRODUCTION11 Background of the study
12 Statement of the problem
13 Objective of study
14 Research question
15 Formulation of Hypothesis
16 Scope and limitation of the study
17 Significance of study
References
CHAPTER TWO: LITERATURE REVIEW 21 Theatrical Background
211Marketing concept
22 Banking service
23 Factors customer consider in selecting their banks
231 Location factors in influencing the marketing of financial services in Lagos and Aba market
CHAPTER THREE: RESEARCH METHODOLOGY31 Types of data
32 Research design
33 Research instrument
34 Pre- test of questionnaire
35 Determination of population size
36 Questionnaire administration
37 Response rate
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS 41 Preamble
42 Data analysis profile of Bank official
43 Data analysis for Bank customer
44 Testing of Hypothesis/Research question
CHAPTER FIVE:
SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION51 Summary of findings
52 Recommendations
53 Conclusion
Bibliography
AppendicesLIST OF TABLE421 Period stayed with present Bank
422 Number of Banks worked with
423 Position in the Bank
424 Banks location of their first branches
425 Consideration of Lagos and Aba as more profitable market
426 Number of branches in Lagos and Aba
427 Counting on their branch Net work as their greatest Asset
428 Banks working towards surpassing their competitors
429 Use of computers system in Banking operators
4 30 Supply of prompt and accurate statement of Account to their customers
431 Treating customer with respect and courtesy
432 Bank Branding/positioning themselves through
433 Advertisement of their products and service
434 Profile of Bank customers/industry group
435 Lengths of time present banker
436 Types of Accounts maintained
437 Obtaining a facility when a customer need it
438 Notifying customer of changes in Bank polices rates
439 Treating customers with respect and courtesy
440 Considering the length of time an account is Operating granting
441 Branch manager’s possession of power to take
442 Quick decision regarding granting a facility or reduction of COT charges
443 Convenience/Accessibility of Bank locations to customers
444 Performance of the Bank unsupplying prompt
445 And accurate statement of accounts
446 Rating the use of computers in the bank operations
447 Rating the use of computers in the bank operations
448 Bank interest charge and other commissions
449 Transfer of cash other Broachers
450 Rating the external and internal environment of the branches
451 Perception of the main bankers
452 Customers perception of the strength and
453 Stability of their main bankers
454 Banks forms of advertisements