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1.1        Background of the study

1.2        Statement of problem

1.3        Objective of the study

1.4        Research Hypotheses

1.5        Significance of the study

1.6        Scope and limitation of the study

1.7       Definition of terms

1.8       Organization of the study




3.0        Research methodology

3.1    sources of data collection

3.3        Population of the study

3.4        Sampling and sampling distribution

3.5        Validation of research instrument

3.6        Method of data analysis



4.1 Introductions

4.2 Data analysis


5.1 Introduction

5.2 Summary

5.3 Conclusion

5.4 Recommendation




This study is on staff perception of the effectiveness of marketing strategies in commercial banks. The total population for the study is 200 staff of first bank and zenith bank in Uyo, Akwa Ibom state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made human resource managers, accountants, marketers and customer care officers were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies











  • Background of the study

Marketing is the direct way in which an organization tries to reach its public. This is performed through the five elements of the marketing mix. With the growing importance of the financial sector, pressures are escalating for more effective marketing management of the financial services. Effective marketing strategies are the key to frontline sales performance. Financial institutions typically use a variety of sales tools and processes to achieve their sales goals. Among the best practices of those with highly successful sales programs is having the marketing strategies provided to management and front line staff at all branches that describes tools and processes in detail, helping to ensure that everyone involved in sales, no matter how remotely, operates on a coordinated basis. The banking industry is highly competitive, with banks not competing with each other, but with non banks and financial institutions. Most banks product development is easy to increase and when banks provide nearly similar services, they can only distinguish themselves based on price and quality. Therefore, customer marketing strategies is an effective and important tool that banks can use to gain a strategic advantage and service in today’s ever increasing banking competitive environment. Banks offer wide range of financial services, to personal and business customers; some of these services which are bank account, guarantor ship, and investment adviser are needed by an appreciable number of customers, but many other financial services such as import/export services, money transfers, credit cardsandsoonhave to be brought to the attention of potential users, who then must be persuaded to use them (Abolaji, 2009, Eckie, 1973).Many services offered by banks are also offered by ‘rival’ organizations Building societies have developed customer accounts which are similar in many ways to a bank account. Thrift and cooperative societies provide lending services to their numerous members and indirectly to the society at large. Solicitors act as executors, and trustees and accountants give advice and so on. Banks not only compete with each other but also have to contend with challenges from other types of organization in the market (Soyinbo, 1988). To do this successfully, bankers need an understanding of the process of marketing which will aid in improving banks performance. Marketing is an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture.


The banking industry is highly competitive, with bank not only competing with each other, but also with non banks and financial institutions. In Nigeria most banks product are similar hence they provide nearly similar service, they can only distinguish themselves base on price and quality. Therefore, bank marketing strategies are developing base on similar criteria. As such staff of first bank and Zenith bank perception of their organization’s strategy is centered on the formulation of strategic plans aimed at acquiring new customers than retaining existing customers hence the subject of customer retention and loyalty is relatively an issue in these banks. As such the problem of customer deflection is high and the banks incur high cost of acquiring customer to replace those who have been lost


The objectives of the study are;

  1. To identify how first bank and Zenith bank staff perceives the marketing strategy of the organization
  2. To determine staff perception on the optimal marketing mix used in attaining organizational objective in first bank and zenith bank
  3. To ascertain the responsiveness of first bank and Zenith bank staff to their marketing strategy
  4. To identify the factors militating against the marketing strategy used by first bank and Zenith bank


For the successful completion of the study, the following research hypotheses were formulated by the researcher;

H0:   first bank and zenith bank staff do not respond positively to their marketing strategy

H1: first bank and zenith bank staff respond positively to their marketing strategy

H02: there are no factors militating against the marketing strategy used by first bank and Zenith bank.

H2: there are factors militating against the marketing strategy used by first bank and Zenith bank


This study will give clear insight on staff perception of the effectiveness of marketing strategies in commercial banks. The study will be beneficial to commercial banks and the general public. The study will bring out ideas on marketing strategies and the factors militating against marketing strategy in the banks. The study will also serve as a reference to other researchers that wants to embark on this topic


The scope of the study covers staff perception of the effectiveness of marketing strategies in commercial banks. The researcher encounters some constrain which limited the scope of the study;

  1. a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
  2. b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.
  3. c) Organizational privacy: Limited Access to the selected auditing firm makes it difficult to get all the necessary and required information concerning the activities


PERCEPTION: The ability to see, hear, or become aware of something through the senses.

EFFECTIVENESS: the degree to which something is successful in producing a desired result; success.

MARKETING: Marketing is the study and management of exchange relationships. Marketing is used to create, keep and satisfy the customer. With the customer as the focus of its activities, it can be concluded that Marketing is one of the premier components of Business Management the other being Innovation.

MARKETING STRATEGY: After setting the goals marketing strategy or marketing plan should be developed. The marketing strategy plan provides an outline of the specific actions to be taken over time to achieve the objectives.

COMMERCIAL BANK: A commercial bank is an institution that provides services such as accepting deposits, providing business loans, and offering basic investment products. Commercial bank can also refer to a bank, or a division of a large bank, which more specifically deals with deposit and loan services provided to corporations


This research work is organized in five chapters, for easy understanding, as follows

Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding.  Chapter five gives summary, conclusion, and recommendations made of the study.


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