THE IMPACT OF APPLICATION OF MARKETING CONCEPT IN THE NIGERIA BANKING INDUSTRY

THE IMPACT OF APPLICATION OF MARKETING CONCEPT IN THE NIGERIA BANKING INDUSTRY (A CASE STUDY OF ZENITH BANK)
 
ABSTRACT
Marketing activities play a vital role in the survival and growth of any organization. In recent time, marketing activities in the service industry have been posing serious problems to the service operators. This is because of the competitive nature and the increase in the number of services industries. The objective of this paper is to examine the application of marketing concept in the banking industry, the study is based on information gathered and collected from both primary and secondary sources. Finding of the study revealed that applying a dominant role in the banking industry. This study also revealed the important and the benefit of applying the application of marketing concept in the Nigeria banking industries. Therefore, the continued existence of any service industry will depend on its ability to design and map out appropriate marketing strategy.  Date analysis for the study was done simply and chi-square (X²) statistic was employed to test further the result of the analysis to confirm that the impact of application of marketing concept in the Nigeria banking industry