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THE IMPACT OF ADVERTISING ON BANKING SERVICES (A CASE STUDY OF UNION BANK OF NIGERIA PLC) (KADUNA BRANCH
ABSTRACT
Banking in Nigeria through an era of unprecedented change and challenges occasional primary by structural changes and related development in the national economy. The banking sector more than ever before is characterized by uncertainty, vitality of interest rates changing foreign exchanges polices, all of which seem to generate fierce and unorthodox competition agog banks. With the present trend of increasing and cut throat competition in the banking sector, advertising becomes as impressive as provision of services itself. The situation calls for nothing short of aggressive and persuasive advertisement of baking services to retain a bank existing customers. Unfortunately, advertising of banking services in a developing country like Nigeria is fraught with diverse impediments inherent in the environment which include weak data base system, lack of well developed money and capital market and underdeveloped nature of available infrastructural services and lack of well structured approach to the business of advertisement. This study has dwelt on the issues involved in advertising of banking services in Nigeria. The effort of the bank selected has been sufficiently discussed and suggestions have been preferred on ways to improve services delivery and advertising generally. Its therefore hoped that scholars in the field of banking and advertising of banking services will find this material interesting.
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
