A SURVEY ON PROBLEMS OF MARKETING COMMERCIAL BANK SERVICES (A CASE STUDY OF UNION BANK OF GHANA PLC)

For bank to survive in   today’s growing dynamic highly competitive bank environment the marketing  of the banking service is indeed inevitable so that they can serve its customers with a well tail over package and creating programme in order to meet adequately  the various needs of its customers and other company specific requirements.

Marketing starts when one social unit anticipates identifies  and designs the feature of a product or services to march the need structure of other social units.  These efforts are made with the intent to obtain a transaction between competent social units Okafor U. (1994:9)

The marketing concept as a management orientation according to Philip kofler holds that the key to achieving organization goal is imbibed in the organization determining  the need  and  wants of target market undercutting    itself to delivering the desired  satisfaction more effecting and efficiently than its competitors.  Bank marketing therefore could be described as the process through which banks affect and keep customers by designing  and offering service and inventions that make banking advantages to those customers.

Marketing  did not come into banks with “marketing  concept but with the advertising and promotion concept.

Banks were facing increased completion and a few stinted to embark on aggressive advertising people to a    bank in easy but converting them to loyal customers is difficult hence the interdiction of the marketing concept.

TABLE OF CONTENT

Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi

CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10

CHAPTER TWO

LITERATURE REVIEW – – – – – – -11

CHAPTER THREE

Research methodology – – – – – – -39
Design of study – – – – – – – -40

CHAPTER FOUR

Presentation, analysis and interpretation of data – -48

CHAPTER FIVE

Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69

A SURVEY ON PROBLEMS OF MARKETING COMMERCIAL BANK SERVICES (A CASE STUDY OF UNION BANK OF GHANA PLC)