1.1 Background of the Study

Over a century ago, the American marketing association (AMA), an international professional association in marketing discipline tries to standardize marketing as “the performance of business activities that direct the flow of goods and services from one producer to consumers or users. Boone and Kurtz (1989), marketing has been defined as an organizational functions and set of professions for creating, communicating and delivery of value to customers in ways that benefit the organization and the stakeholders. Kotler (2003), define marketing as a managerial process which consist of the analysis of planning, implementation and control of programs design to create, build and maintain mutual beneficial exchange and relationship with target market for the purpose achieving organizational objectives.

Duane (2005) quoting UK chattered institute of marketing averred that marketing is the management process responsible for identifying, anticipating and satisfying consumer’s requirement profitably. In brief, marketing can be described as human activities that are directed to satisfying needs and wants through exchange process. 

Services can be seen as any activities that one person can offer another that is essentially intangible and does not result in ownership of anything. A service can be describe as the deed performed by one party for another when provided with a service, the customer cannot return it. Rather, a service is experience used or consumed immediately. From the definition above, it can be seen that services are essentially intangible in nature and does not result in ownership of anything. Therefore, bank service can be said to mean those activities, benefits, or offerings which banks performs or renders to their numerous customers and which satisfies their needs and wants. 

Nwosu (1996), those banking services are purely intangible in nature that is, they cannot be seen, touch or smelt but felt by a customer. In the sense that the experiences obtained by such customers especially satisfied ones lingers for a long time in their memory. The difference is that he cannot see services he obtained. A satisfied customer makes repeat purchase and he tells others about his good experience with the service. For better understanding and clarity, some banking service include internet banking, ATM services/locator, institutional banking, western union money transfer, local money transform asset management, private services , stakeholders, provision of loan facilities, customer trustees, capital infrastructure, online services, mobile services, security management, principal investment and network of supports etc. Marketing has an important role to play in the case of banks. Banking as a service oriented must adapt to the changing environments and requirements of the economy which it serves and this can be done through effective marketing services.

Traditionally, the marketing of banking services in Nigeria has been seen as “arm chair banking” where officers simply stay glued to their chair waiting for business to come to them. The need for marketing in the banking industry was not recognized because, for a very long time banking was in a seller’s market while most customers had the impression that they were privileged to enjoy the services of a bank. Fidelity Bank Plc, like any other banks before now has hardly offered expected customers services to her numerous customers. In view of this, it became necessary to access the quality of service delivery of the bank to her customers.