The Impact Of The Application Of Marketing Concept And Customer Satisfaction In The Banking Sector (A Case Study Of Union Bank Plc)

ABSTRACT

The topic of this study is the impact of marketing concept application and customer satisfaction in the banking industry with Union Bank Nigeria PLC as a case study whose objectives is to ascertain the services by commercial banks to its customers and to also know if marketing concept improves customers loyalty. 100 respondents of the bank employees were selected and studied, data were generated from them through the use of questionnaires statistical tools like simple tables, percentages and chi-square (X2) test statistics. Based on the data analysis, the following findings were made; banks that adopted the marketing concept performs far better is experiencing improved profitability than those that did not. Therefore banks that are yet to adopt the concept are advised to do so, because staying long in business means "Thinking customer first"