THE PLACE OF MARKETING IN FINANAICAL INTERMEDIATION (STUDY OF SELECTED DEPOSIT MONEY BANKS IN NIGERIA)

ABSTRACT

This study is centered on the place of marketing in financial intermediation. Marketing plays an important role in the mobilization of financial resources for long and short term investment through financial intermediation. It uses study of (selected deposit money Banks in Nigeria) to illustrate the positive effect of marketing on consumer satisfaction on these banking industries. Its main objective is to examine the roles, operations and functions for marketing in financial intermediation. The project was embarked on to know the role, operation and function of marketing in financial intermediation, and also to know if actually marketing has contributed to attracting and sustaining depositors’ and borrowers’ interest, and also value creation among shareholders in banks. Data were presented in tables to show the degree of correlation analysis and responses. A random sampling techniques was adopted to get a sample size of 105, thus 105 questionnaires were distributed. However, it is important that standardization of money deposit banks services based on different account holdings and services rendered should be very effective in customer attraction and sustenance. The researcher found out that most financial intermediaries do not know the importance of the risk and marketing information generated. The researchers thus recommend that there should be an effective proficiency in collecting and analyzing marketing information for investors as shareholders.        

TABLE OF CONTENTS

Title ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgment ﾿ v

Table of contents ﾿ vi

List of Tables ﾿ ix ﾿

Abstract ﾿ x

CHAPTER ONE

INTRODUCTION

1.1 ﾿    Background of the Study ﾿ 1

1.2 ﾿    Statement of Problem ﾿ 3

1.3 ﾿    Research Questions ﾿ 4

1.4 ﾿ Objectives of the Study ﾿ 4

1.5 ﾿    Significance of the Study ﾿ 5

1.6 ﾿    Research Hypothesis ﾿ 5

1.7 ﾿ Limitation of the Study ﾿ 6

CHAPTER TWO

LITERATURE REVIEW

2.1 ﾿ Bank Marketing Programme ﾿ 7

2.2 ﾿ Consideration for a Successful Marketing Programme ﾿ 8

2.2.1 ﾿ A Bank Mission Statement, Objective and Goals ﾿ 8

2.2.2 ﾿ Marketing Environment ﾿ 9

2.2.3 ﾿ Marketing Mix ﾿ 9

2.3 ﾿ Financial Intermediaries as Markets for Firm Assets ﾿ 11

2.4 ﾿ Interest Rates Determination and Structure ﾿ 12

2.4.1 ﾿ Interest Rate Determination ﾿ 13

2.5 ﾿ Money Market Purpose and Structure ﾿ 14

2.5.1 ﾿ The Role of Money Market ﾿ 14

2.5.2 ﾿ Money Market Segments ﾿ 15

2.6     Role of Marketing in Attracting and Sustaining ﾿

﾿ Customers Interest and   Relationship ﾿ 16

2.7 ﾿ Factors that Attracts and Retains Customers in a Bank ﾿ 18

2.7.1 ﾿ Effective Communications ﾿ 18

2.7.2 ﾿ Achievement Drive ﾿ 19

2.7.3 ﾿ Daily planning and Personal Management ﾿ 20

2.8    Importance of Service Quality and Customer ﾿

Satisfaction in Banking Sector ﾿ 20

2.8.1 ﾿ Customer Satisfaction ﾿ 21

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 ﾿ Research Design ﾿ 22

3.2 ﾿ Area of the Study ﾿ 22

3.3 ﾿ Population of the Study ﾿ 22

3.4 ﾿ Sample and Sampling Techniques ﾿ 23

3.5 ﾿ Sources of Data Collection ﾿ 23

3.5.1 ﾿ Primary Data Collection.  ﾿ 23

3.5.2 ﾿ Secondary Data Collection ﾿ 24

3.6 ﾿ Validity of the Data ﾿ 24

3.7 ﾿ Reliability of Instrument ﾿ 24

3.8 ﾿ Method of data Collection ﾿ 25

3.9 ﾿ Model Specification ﾿ 26

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 ﾿ Distribution and Retrieval of Copies of Questionnaire ﾿ 27

4.2 ﾿ Analysis ﾿ 28 ﾿

4.2.1 ﾿ Test 1 ﾿ 28

4.2.2 ﾿ Testing of hypothesis one ﾿ 30

4.3.1 ﾿ Table 2 ﾿ 31

4.3.2 ﾿ Hypothesis two ﾿ 32

4.5.1 ﾿ Test 3 ﾿ 35

4.6 ﾿ Testing of hypothesis 3 ﾿ 37

4.7 ﾿ Discussion of findings ﾿ 38 ﾿

CHAPTER FIVE

SUMMARY, RECOMMENDATION AND CONCLUSION  

5.1 ﾿ Summary of Finding ﾿ 40

5.2 ﾿ Conclusion    ﾿ 40

5.3 ﾿ Recommendations ﾿ 41

REFERENCES ﾿ 42

APPENDIX 

LIST OF TABLES

Table 4.1 Distribution and Retrieval of Questionnaire ﾿ 27

Table 4.2: Assessment of the impact of buying 

and selling on financial intermediation. ﾿ 29

Table 4.3: Buying and selling and customer satisfaction ﾿ 30

Table 4.4: Standardization of service and financing and ﾿ 32

 customer relationship

Table 4.5 standardization of service and customers relationship ﾿ 34

Table 4.6: Assessment for Rise Taking and Information ﾿ 36