A SURVEY ON PROBLEMS OF MARKETING COMMERCIAL BANK SERVICES (A CASE STUDY OF UNION BANK OF GHANA PLC)
Abstract:
For a bank to survive in today’s growing dynamic highly competitive bank environment the marketing of the banking service is indeed inevitable so that it can serve its customers with a well tail over the package and create a program to meet adequately the various needs of its customers and other company-specific requirements.
Marketing starts when one social unit anticipates identifies and designs the feature of a product or service to march the need structure of other social units. These efforts are made with the intent to obtain a transaction between competent social units Okafor U. (1994:9)
The marketing concept as a management orientation according to Philip Kofler holds that the key to achieving an organization’s goal is imbibed in the organization determining the need and wants of the target market undercutting itself to deliver the desired satisfaction more effecting and efficiently than its competitors.
Bank marketing therefore could be described as the process through which banks affect and keep customers by designing and offering services and inventions that make banking advantageous to those customers.
Marketing did not come into banks with a “marketing concept but with the advertising and promotion concept.
Banks were facing increased completion and a few stinted to embark on aggressive advertising people to a bank in easy but converting them to loyal customers is difficult hence the interdiction of the marketing concept.
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TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgment – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis, and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
A SURVEY ON PROBLEMS OF MARKETING COMMERCIAL BANK SERVICES (A CASE STUDY OF UNION BANK OF GHANA PLC)
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