TABLE OF CONTENT
TITLE PAGE
CERTIFICATION
DEDICATION
ACKNOWLEDGEMENT
TABLE OF CONTENT
ABSTRACT
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 STUDY 5
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 STUDY 19
3.2 METHOD OF DATA COLLECTION 20
3.3POPULATION AND SAMPLE SIZE 21
3.4 SAMPLING TECHNOLOGY 21
3.5 METHOD OF DATA ANALYSIS 21
CHAPTER FOUR- DATA PRESENTATION AND ANALYSIS
4.1 DISCUSION OF ANALYSIS 23
4.2 DISCUSION OF FINDINGS 35
CHAPTER FIVE-SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 SUAMMARY 37
5.2 CONCLUSION 37
5.3 RECOMMENDATION 38
BIBLIOGRAPHY 39
APPENDICES
A LETTER OF INTRODUCTION 40
B QUESTIONNAIRE 41
CHAPTER ONE
1.0: BACKGROUND TO THE STUDY
1.1: INTRODUCTION
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.
MARIAM, Y (2021). Evaluating the Impact of Marketing on the Service of Banking Industry (Case Study of First Bank of Nigeria Plc.). Afribary. Retrieved from https://tracking.afribary.com/works/evaluating-the-impact-of-marketing-on-the-service-of-banking-industry-case-study-of-first-bank-of-nigeria-plc
MARIAM, YUSUF "Evaluating the Impact of Marketing on the Service of Banking Industry (Case Study of First Bank of Nigeria Plc.)" Afribary. Afribary, 16 Dec. 2021, https://tracking.afribary.com/works/evaluating-the-impact-of-marketing-on-the-service-of-banking-industry-case-study-of-first-bank-of-nigeria-plc. Accessed 22 Nov. 2024.
MARIAM, YUSUF . "Evaluating the Impact of Marketing on the Service of Banking Industry (Case Study of First Bank of Nigeria Plc.)". Afribary, Afribary, 16 Dec. 2021. Web. 22 Nov. 2024. < https://tracking.afribary.com/works/evaluating-the-impact-of-marketing-on-the-service-of-banking-industry-case-study-of-first-bank-of-nigeria-plc >.
MARIAM, YUSUF . "Evaluating the Impact of Marketing on the Service of Banking Industry (Case Study of First Bank of Nigeria Plc.)" Afribary (2021). Accessed November 22, 2024. https://tracking.afribary.com/works/evaluating-the-impact-of-marketing-on-the-service-of-banking-industry-case-study-of-first-bank-of-nigeria-plc