The aim of this study is to find out by empirical evidence,
the use of effective customers service delivery as a marketing tool in
Banking industry by means of analyzed report, interviews and financial
summary report over a period of ten years.
Also, our emphasis based on banking industry specifically Guaranty Trust Bank Plc.
Achievement in areas of customers service and accredited
changing needs of customers sophistication leading to Hi-Tech banking
with information technology occasionally by the immense competition the
industry has witnessed in the past decade.
Throughout the study, the inquiry of questions requiring
innovation responsiveness exceptions, remain low and restricted to few
concepts such as graph, ratio percentage and analysis. These concepts
varies with the higher percentage in theory than a practice.
It was also found that there is significant level of
product development and product differentiation on customer satisfaction
although the instrument used for the study contained mathematical
calculations. For the company to attain this level of performance in
customers service, the knowledge of market operation is necessary.
Profitability as a financial strategy requires the use of
entire market behaviour as a general method of formulation of policies.
Lastly, the attention of financial export designers,
marketers, authors and publishers of textbooks and organizes of
marketing services have been drawn take cognizance of the changing
nature of customer service
TABLE OF CONTENTS
Table of Contents
1.1 Background of Study
1.2 Statement of Problem
1.3 Purpose of Study
1.4 Scope of Study
1.5 Research Question
1.6 Statement of Hypothesis
1.7 Significance of Study
2.0 Literature Review
3.0 Research Methodology
3.1 Research Design
3.2 Area of Study
3.3 Population of Study
3.4 Sample and Sampling Technique
3.5 Instrument for Data Collection
3.6 Validation of the Instrument
3.7 Reliability of the Instrument
3.8 Method of Administration of Research Instrument
3.9 Method of Data Analysis
4.0 Data Presentation and Analysis of Result
4.1 Summary of Result
5.0 DISCUSSION OF RESULT
5.1 Discussion of Result
5.3 Implication of Research Findings
5.5 Limitation of Study
1.1 BACKGROUND OF STUDY
Peter Drucker (1962) describes the millennium as an era of the 3c’s
which are perplexing, complexities, intense competition and accelerated
The global banking environment ahs witnessed rapid changes
in the 90’s and that has passed serious challenges to the financial
service sector. The changing customers demands and technological
innovations has already transformed the face of the banking appearing
outdated and specialization becoming a common feature.
The global development such as globalizations, universal
banking, commerce on-line banking interest and other technological
developments reflect a trend towards effective and quality service
While financial supermarkets where all banking, need can be
supplied at one bank are and developing at one end, at the other bank
are adding new products and services to their traditional offering.
Hence facilities such smart card internets ATM, EDTPOS and various forms
of electronic delivery channels which are common features in developed
economics are spreading world wide.
Kelvin Hall (2001) observed “the most successful financial
service firms of the coming decade will be those who learn to see the
world through the eyes of their customers, their eyes will come from
investing in technology which can generate preference and patterns of
behaviour allowing the firms to