Marketing Concept and Its Application in Customer Services

Marketing Concept and Its Application in Customer Services

Chapter One

PURPOSE OF THE STUDY

The major aim of this research work is to carry out a critical study of united bank plc operations Onitsha main branch.The study is intended to fmd out.

(i) Whether the relationship between bank officials and customer are cordial.

(ii) The activities of marketing department of the bank if such exist at all.

(iii) How the customer get informed on the availability of the services rendered by the bank.

(iv) Lastly, to evaluate the customer’s view and complaints about the banks services as said in statement of the problem.

CHAPTER TWO

LITERATURE REVIEW

INTRODUCTION

Our focus in this chapter is to critically examine relevant literature that would assist in explaining the research problem and furthermore recognize the efforts of scholars who had previously contributed immensely to similar research. The chapter intends to deepen the understanding of the study and close the perceived gaps.

Precisely, the chapter will be considered in two sub-headings:

Conceptual Framework
Theoretical Framework
Chapter Summary

CONCEPTUAL FRAMEWORK

Marketing

The number of definitions of marketing are legions. The established literature on marketing and many marketing scholars offer slightly or significantly different definitions. However, there is no single definition of the word that is universally accepted. This assertion was epitomised by Martin (1985) when he observed that “despite the evolution of marketing thought, there is still no clear consensus as to the definition of marketing nor to marketing boundaries”(4). It is obvious from the above statement that there is still no single acceptable definition of marketing. Elvy (1980) defines marketing as “the getting of the right goods (or services) in the right quantity to the right place at the right time and making a profit out of the operations”(5). This definition clearly distinguishes marketing from those other functions with which it is often confused. It implies that marketing is a comprehensive function that concerns every aspects of a product or service. James (1972) felt that “marketing is concerned with every aspect of a business which in any way affects the attitude of customers towards the present or future output of that business”(6). It is that part of the entrepreneurial activity which makes production viable and without it an enterprise has no value, he argued. Kotler (1980) on the other hand defined marketing as “the human activity directed at satisfying needs and wants through the exchange processes”(7). Hence, the satisfaction of wants and needs not involving an exchange process is actually not a marketing activity. While Stannton (1981) argued that “marketing is the creation and delivery of a standard of living”8). Marketing according to the involves:

(a) Finding out what consumers wants.

(b) Planning and developing a product or service that will satisfy those want, and

Mclver (1980) sees marketing as function of coordinating and controlling the planning, selling and promotional activities of commercial enterprise (banks inclusive to serve the customers profitably”(9). As a result of lack of consensus on the definition of marketing, Hunt (1976) argued that “marketers should not worry about a precise definition of marketing, as along as there is a developing consensus as to marketing total scope”(10). Despite the differences in the definitions given above they all have one thing in common, that is, emphasising the central role of the customer in the successful operation of an enterprise. This they do through the use of such phrases as “point of view of the customers”, attitude of customers”, “customers needs and wants”. In other words marketing is no more than a business philosophy that recognises the need to understand the needs and wants of customers, as a basic for profitable penetration of the market. For the present purpose, the London Institute of Marketing and the American Marketing Association (A.M.A) definitions of marketing are taken as the marketing definitions of marketing. According to London Institute of Marketing (1980) marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably”(11). The American Marketing Association (1983) defines marketing as “the performance of business activities that direct the flow of goods and services from the producer to the consumer or user, (12). Those definitions suggest that with little imagination, the concept of marketing could be profitably applied to the banking industry. Hence, the needs and wants of the customers need proper identification, insightful anticipation and adequate satisfaction, by the banks. In conclusion, our discussion on the definition of marketing,, it is pertinent to consider the functions of marketing. According to Baker (1979), the functions of marketing can be summarised as comprising of:

(a) Analysing and forecasting of consumer wants and needs, through market research.

(b) Development and designing products (and services) to satisfy the identified wants.

(c) Influencing demand through design, advertising and promotion and, (d) Service which includes distribution, after sales service, transportation, financing, etc.

CHAPTER THREE

RESEARCH METHODOLOGY

INTRODUCTION

In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.

RESEARCH DESIGN

Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e. mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.

POPULATION SAMPLING SIZE

The population for the study will consist of executives and their subordinates in the organization which is charged with the application of management by objectives to attain organizational goals in the organization.

This study was carried out on marketing concept and it’s application in customer services using United Bank PLC Onitsha main branch, Anambra State as case study. Hence the population of this study comprises of selected customers and staff of United Bank PLC Onitsha main branch, Anambra State.

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

INTRODUCTION

This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of seventy (70) questionnaires were administered to respondents of which fifty fifty (55) were returned while 50 were validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 50 was validated for the analysis.

CHAPTER FIVE

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS:

Introduction

This chapter summarizes the findings on marketing concept and it’s application in customer services using United Bank PLC Onitsha main branch, Anambra State as case study. The chapter consists of summary of the study, conclusions, and recommendations.

Summary of the Study

In this study, our focus was on marketing concept and it’s application in customer services using United Bank PLC Onitsha main branch, Anambra State as case study. The study is was specifically set to ascertain whether the relationship between bank officials and customer are cordial, the activities of marketing department of the bank if such exist at all, how the customer get informed on the availability of the services rendered by the bank, and evaluate the customer’s view and complaints about the banks services as said in statement of the problem.

The study adopted the survey research design and randomly enrolled participants in the study. A total of 50 responses were validated from the enrolled participants where all respondent are customers and staff of United Bank PLC Onitsha main branch, Anambra State.

Conclusions

In the light of the analysis carried out, the following conclusions were drawn.

Marketing concept is relevant in banking operations.
There is an existing formal marketing and customer service department in united bank plc.
The application of marketing concept facilitate researching into customers needs.
The banks do not meet up with all the their services.
Customers do spend much time when performing business transaction.
Customers do not respond favorably to services provided.
The common customer’s view and complaints about the banks services include; Preferential treatment, Poor human relation, rudeness of bank officials to customers, difficulties in securing overdrafts, inadequate infrastructure facilities, and unnecessary waste of their time by bank officials during deposits, withdrawals, and other banking services.

Recommendation

Based on the findings the researcher recommends;

Branch manager should lead by example by providing good and effective leadership as this is one of the determining factors with regard to quality of services offered to customers. Again, the bank should embark on intensive training programme for all categories of its staff, especially in the areas of public relations and human relations management so that at each time while at work, the workers could know the importance of being customer-oriented.
The banks should be aware that services are intangible and consumption and sales are the major determinants of the good delivery to bank services. The banking industry should establish a marketing department, that is good, adequate and efficient that will see to the satisfaction of customers needs. The major aim of marketing is “customer satisfaction”. Banks should try and utilize professional marketing graduates in top banking management post, apart from the marketing departments.
The banks should segment its market and work towards meeting the needs of all categories of its potential and actual customers, because the more characteristics the market is segmented by the more practice the manager’s knowledge of customers is. The customers especially the unenlightened ones should be made to feel as part and parcel of the business because they are customers and without them, the bank cannot exist.
The delays in cashing cheques or in doing other transactions should be reduced by computerizing. The bank should embark on aggressive promotional activities so that the customers could be informed more regularly about the services and bank offers. This will help the bank to be on its proper footing in this era of competitive banking.

REFERENCE

Achukwu, M.A., “Developing Good Bank Customer Relation”, Business Times, Sept. 27, 1982
Emodi, E., “The Need for Effective Marketing” Business Times Dec. 3, 1984.
Erihri P., “Restructuring of Banking Industry in Nigeria” Business Times, Aug. 22, 1983.
Lawal, B., “Recruitment and Training Policy in Commercial Banks Financial Fund. Oct. 27, 1982.
Median, A., “The Role of Marketing Management in Banking” Institute of Marketing Quarterly Review, April 3 1983.
MC Lever, C & Nagar G., Marketing Financial Services, Institute of Bankers, Press, London, 1980.
Central Bank Bullion, Annual Report, Central Bank of Nigeria, 1986.
Shankey, C.S., “Banking in Nigeria” Weekly Concord, April 1, 1985.
Delozier, M.W & Woodsid A., Marketing Management Strategies and Cases: Cahrles E. Merill publishing company London, 1980
Drucker, P., Management Task, Responsibilities and practice, Prentice Hall inc., Ltd., U.S.A 1979.

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