ABSTRACT

This study was motivated by the need to establish whether Broad Bank implement or practice the marketing concept.  The customers and personnel of Bank surveyed in the study.

The research instrument used for data collection were mainly questionnaires and interview guide.  Data collected were organized and analysed by putting them into tables, frequencies and percentages.  The research questions were answered based on the data in the table.

Data analysis and interpretation produced the following findings.

1.           Bank personnel do not reflect implementation of marketing concept in their behaviour towards customers.

2.           Customers spend too much time to make withdrawals or deposits.

3.           Customers are subjected to discomfort and hardship in marking withdrawals or deposits.

4.           Computerization in the banks is still not working effectively.

5.           The quality of services given to customers is not satisfactory.

CHAPTER ONE

INTRODUCTION

1.1    BACKGROUND TO THE STUDY

The marketing concept is an important management philosophy used in t he operation of business today.  But before this concept came to be accepted, there were other business philosophies such as the production and selling concepts.  However with the change of circumstances and prevailing competition in the business world the marketing concept emerged and came into focus.

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