CHAPTER ONE

BACKGROUND TO THE STUDY

1.1   INTRODUCTION

        The company’s effort at prevailing among thousand of competitors is surrounded by a number of strategies. Among this strategy is effective customer relation customers are the centre-pieces of any production outfit is goods based or services based. If there are no customers either existing or prospective there will not be the needs for productive activities talk less of creativity, inventions or innovations.

        For any company to succeed and survive in this dynamic and ever changing environment, it must confirm and adapt to the change in other to compete effectively. One of the changes in the environment is the improvement in information technology, among which is automatic teller machine (A.T.M) that reduce the stress of compulsory visitation to bank’s braches.

        As someone said ‘‘a good marketer, particularly of financial services products must be conscious of good consumers relation with adequate consideration of consumers need so as to perfect the ways and means of satisfying such needs. in order to satisfy the needs of consumer without stressing them. (the customers) banks in the banking industry realized that effective distribution of service is the key ingredient to survival. Thus, lead to the introduction of A.T.M an accretion for automatic teller machine with the following features and benefits in other to maintain customer relationship and loyalty.

• Balance enquires through the A.T.M
• Printing of mini statement from the A.T.M
• Transfer within your related accounts
• you can withdraw as many time as you wish subject to the daily limit
• No charge on withdrawals through the A.T.M
• Availability of clean cash at all times without doubt, the adoption of A.T.M in banking industry will leads to maintenance of customer relationship which will in-turn leads to the following.
• Enhancing repeat sales thereby increasing total revenue grossed by salesman.
• A satisfied customer is a willing albeit unconscious but additional promotional tools for the sales man.

1.2   STATEMENT OF PROBLEM

        In any research work, certain problems are usually identified for the study to solve. It is the way a problem is identified that governs the ability of decision makers to search and identify appropriate solution.

In this regard, below are the studies.

• To identify the significance of automatic teller machine to enhancing customer relationship in banking industry.
• What attitude does prospective customers stand to have towards the usage of A.T.M (automatic teller machine)
• To identify same problems that confront customer in the application of A.T.M as well as the possible solution.
• To know the likely view of existing customer towards the application of A.T.M in banking industry.

1.3   AIMS AND OBJECTIVES

This research work will be useful for practical purpose, which shows the significance of A.T.M in enhancing customer relations in banking industry other aims of the study are.

• To examine the significance of automatic teller machines in enhancing customer relation in the banking industry.
• To highlight the likely benefit of automatic teller machine both to firms and customer of the banking industry.
• To carryout investigation on the effect of automatic teller machine as a tool for gaining more market in the banking industry.
• To know the effective of A.T.M as one of the strategies for combating competitor in the Nigeria banking industry.

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