EFFECTIVE CUSTOMERS SERVICE AS A MARKET TOOL IN THE BANKING INDUSTRY (A CASE STUDY OF GUARANTY TRUST BANK ENUGU)

ABSTRACT

   The aim of this study is to find out by empirical evidence, the use of effective customers service delivery as a marketing tool in Banking industry by means of analyzed report, interviews and financial summary report over a period of ten years.

          Also, our emphasis based on banking industry specifically Guaranty Trust Bank Plc.

          Achievement in areas of customers service and accredited changing needs of customers sophistication leading to Hi-Tech banking with information technology occasionally by the immense competition the industry has witnessed in the past decade.

          Throughout the study, the inquiry of questions requiring innovation responsiveness exceptions, remain low and restricted to few concepts such as graph, ratio percentage and analysis. These concepts varies with the higher percentage in theory than a practice.

          It was also found that there is significant level of product development and product differentiation on customer satisfaction although the instrument used for the study contained mathematical calculations. For the company to attain this level of performance in customers service, the knowledge of market operation is necessary.

          Profitability as a financial strategy requires the use of entire market behaviour as a general method of formulation of policies.

          Lastly, the attention of financial export designers, marketers, authors and publishers of textbooks and organizes of marketing services have been drawn take cognizance of the changing nature of customer service