BACKGROUND OF THE STUDY
The marketing concept is a customer-oriented ideology that asserts that the economic and social rationale for a company’s existence is customer happiness. These beliefs believe that a company’s focus should be on its customers. Strive to be profitable. Sales volume and marketing operations must be coordinated. Marketing management, on the other hand, is the vehicle through which a company captures the marketing concept. When the marketing notion is understood, it causes a complete shift in business mindset. Rather than attempting to market what can be produced. Despite the profit criterion, management produces what the client truly requires. Serving and maintaining customer satisfaction are equally crucial to the firm. Realizing that it’s not just about selling a product, but also about properly meeting a customer’s specific needs. The goal of banking services marketing is to give consumers with the desired level of satisfaction while also ensuring that the banking industry maintains a solid foundation and long-term growth. The contemporary industrial, commercial, and technological transformation, which is accompanied by rising competition. Customer expectations, as well as other volatile external factors, are unambiguous indicators that a company will either adopt marketing principles ideology or cease to exist. The current proliferation of banks in Nigeria signals a more fierce competition in which only those that can adapt dynamically would be able to maintain long-term development and profitability. Commercial banks are undoubtedly facing increasing hurdles as a result of the current economic changes in Nigeria. These changing tendencies have caused banks to understand that they can no longer treat their consumers casually. As a result, banks hire marketing specialists who go out and solicit patronage and loyalty from their consumers. Banks have acknowledged the necessity of keeping close client relationships and bringing services as near to them as possible. Most banks create a marketing research department or, as the case may be, a marketing research team in order to learn more about their customers’ needs, attitudes, motivations, and preferences. The direction of banking services began with the production model, which assumes that customers will purchase bank services if they are available and affordable. As a result, banks consider providing beneficial services and expanding their branch network to make their services more accessible. The bank then moves on to product concept, assuming that customers will purchase services that provide the best quality and value for the price being given. As a result, banks concentrate their efforts on enhancing the quality of their services. However, sales orientation, or the selling philosophy that believes that customers would not buy enough from them unless a positive extra effort is made to market the goods owing to increased competition and awareness, takes impact later in their development. Today, the use of the marketing concept forces banks to recognize the fact that customers’ needs and wants must be identified, and that a financial service package must be developed to meet those needs and wants profitably. The marketing notion has been regarded as the most effective strategy for obtaining long-term commercial success. As a result, getting people to acquire the bank’s service became a lot easier. As a result, consumer satisfaction is unavoidable. The marketing concept is aimed at addressing the question of who our customers are. Who do we manufacture for? What marketing strategies do we use? Why are we offering this product for sale? To whom do we sell? Also, learn what the customer wants, where he wants to buy the goods, and how he wants it delivered in order to establish a friendly relationship between the company and its customers and achieve maximum satisfaction. Until recently, the financial industry in Nigeria was defined by what experts refer to as “armchair banking.” where bankers are waiting for work to come to them at their offices. Because the bank had not fully embraced the marketing concept: its philosophy and purpose, this approach to banking business is insufficient. Their understanding of marketing is still limited. The marketing of bank services actually goes beyond these narrow goals. For a purposeful and customer-oriented approach to banking in Nigeria, commercial banks must embrace marketing idea programs. As a result of the foregoing, this study will attempt to address the following questions.
1) Conduct research to see which areas the banks have identified as being of interest in satisfying clients.
2) To learn about the attitudes of bank employees toward their clients and vice versa.
3) To determine the position and role of marketing in commercial banks’ organizational structures, as well as the extent to which marketing functions have been implemented.
4) To determine the efficacy and efficiency of marketing concept implementation.
5) Make constructive suggestions for improvement.
STATEMENT OF GENERAL PROBLEM
The marketing notion does not appear to be fully understood by Nigerian commercial banks. The integrated marketing concept, which states that businesses should be organized to satisfy customers by committing the entire system of an organization’s activities to a single goal, has shown to be a myth rather than a reality for commercial banks. As a result, customers at banks do not receive the same level of attention that they would receive in a service business. Furthermore, banks levy discriminatory interest rates on borrowed cash, causing clients a great deal of suffering.