Customer Orientation In Banking Industry (a Case Study Of Ohha Community Bank, Ogui Road Enugu)
ABSTRACT
This research project is a very crucial study for Ohha community Bank in Ltd. The study was motivated by the necessary to establish marketing department in order to satisfy their customers in the most efficient and effective way.
Ohha community bank was establish in 1997 and has been since entertaining their customers with services.
Meanwhile, the aim of this research work is to find out whether the customers are satisfied with the manner in which services of the bank are rendered, to identify the delivery’s system of banking services and determining their effectiveness. And also, to formulate marketing strategies and make recommendations that would be more effective in the marketing of banking services.
To solve the research problem both primary and secondary data were collected. The research instruments used in collecting the data were questionnaires and oral interview. The respondents comprised of the staff/management and the customers of the bank.
In organizing and presenting data collected, tables, frequencies and percentages were used. The various hypothesis were tested using the chi- square (X2) .
Data analysis and interpretation gave the following findings: –
1. Most of the respondents are not satisfied with the time spent in Ohha bank.
2. Some of the respondent are not satisfied with the services of the bank.
Based on the findings, the researcher recommends that:
Ohha Community Bank should employ an expertise’s on computer in order to help speed up their services and also saves time for their customers. They should also employ old experience workers and mixed it up with new experienced once.
Finally, if Ohha Community Bank will acknowledge the recommendations so made, I think it will enable them to achieve their aims and objectives of the bank.
TABLE OF CONTENTS
Title page II
Approval page III
Dedication IV
Acknowledgement V
Abstract VII
Table of contents IX
CHAPTER ONE
Introduction
1.1 Background of the study 2
1.2 Statement of problem 4
1.3 Objectives of the study 5
1.4 Research hypothesis 6
1.5 Significance of the study 7
1.6 Scope of the study 8
1.7 Definition of terms 9
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Overview of the marketing concept 11
Marketing strategies for banking services 14
An overview of banking industry 16
Product policy in banking 18
An overview of marketing of services. 19
Quality of services in the banking industry24
Ohha community bank and customer orientation. 26
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Sources of data collection 28
3.2 Population of the study 29
3.3 Sample size determination 30
3.4 Method of data analysis 32
3.5 Respondent instrument used 33
3.6 Limitations of study 33
CHAPTER FOUR
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
4.1 Data presentation and analysis 35
4.2 Test of hypothesis 47
CHAPTER FIVE
SUMMARY OF FINDINGS, RECOMMENDATION AND CONCLUSION
5.1 Summary of findings 53
5.2 Recommendations 54
5.3 Conclusion 55
BIBLIOGRAPHY 57
Appendix 60
