THE MARKETING OF BANKING SERVICES (A CASE STUDY OF FIRST BANK OF GHANA PLS)

ABSTRACT

This study is“ investigated the marketing of banking services with it problems and prospects within the socio-economic environment Bank of Ghana (Plc) as a case study.

The main purpose was to find out the effectiveness of the marketing of banking services as it affects the bank itself and the banking industry, the customers welfare and profitability of the bank and national economy in general. There is however a rapid increase in the number of banks and this led to number of banks and this led to competition among banks. This competition became so fierce that banks began to seek means of survival.

In the course of achieving the above objectives both primary and secondary data were used to gather information. For the primary method data collection, both questionnaires and interview method are used. Whereas for the secondary data collection, information were sought from Bank libraries, journals and text books.

The questionnaires used were distributed to both bank staff and customers of First Bank of Ghana Plc.

After the analysis of data collected, the researcher ascertained that commercial banks face competition in marketing of their services. Banks conduct marketing research as to achieve their target profit motive; banks have some problem that preventing them form rendering efficient banking services to their customer.

However, some recommendations were made based on the finding above. That bank should organize more training for their staff especially concerning their attitude towards banks customers; Banks should also embark on research that will enable them identify their customers needs and the ways of meeting such needs.

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

THE MARKETING OF BANKING SERVICES (A CASE STUDY OF FIRST BANK OF GHANA PLS)