MARKETING CONCEPT AND IT'S APPLICATION IN CUSTOMER SERVICES
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ABSTRACT
The need for marketing in banking was not recognized because for a very long time, banking was a seller’s market while most customers had the impression that they were privileged to enjoy the services of a bank. In addition, bankers have traditionally been bank-oriented (or service oriented), and only in recent years have they become customer-oriented. Based on the literature, the study conducted to examine how the commercial banks understand and apply the marketing concept in their operations. It also attempted to uncover the differences in the application of the concept to service and products. The findings of this study through the administration of questionnaire and oral interviews of some staff and customers of United banks showed that the application of marketing concept is relevant in banking operations. The research further revealed that banking industry applied the marketing concept in the operations in terms of researching into customer needs, and consulting them in decision marking. In the light of the findings, a number of recommendations were made. That 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.
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