THE ROLE OF PRODUCT MANAGEMENT IN THE MARKETING OF BANKING SERVICE (A CASE STUDY OF FIRST BANK ABA BRANCH)
This study Examined the role of product management in the marketing of bank service. Some of the objectives of this study were.
1.To find out the difficulties environment in the process of product management in first bank and
2.To determine, if the management of the bank product leads to increase product quality
3.To offer possible solution and suggestion for addressing such problem or make recommendation that lead better customer relationship.
4.To determine the effect of product management bank on profitability.
Based on these objectives, hypothesis were formulated , Data were sourced, extensive literature review on text book, journal and materials on the area of the study was carryout, while primary data sourced from respondent.
The population of he study include.
Bank personnel and customer of the said bank in Aba metropoli.
Burley formular was used based on census figure of 1991 population
The data collected were analyzed using simple percentage and statistical table.
A careful study of data collected shown the following.
1That services rendered by the said bank stagy the customer but not effective and efficiently as possible .
2.It show that with a well organize product management will leads to increase in the adoption process of the product by the consumer with these it make it possible for them to compete effective with other organization in same business .
3The researcher agrees that the managers and bank directors agrees that product management is very a necessary in marketing activities of every organization or business.
The researcher the following recommendations after careful study of the finding.
1.That the organization should increased the activity that is associated with product management which will bring about increase in sales of the product and also organization image.
2.The employee of he organization should be educated more of the importance of product management in an organization
3.The organization should seek support from consumer customer of the organization in order help in given information needed for proper product development and management. In doing these a welfare department need to be establish in the organization.
The researcher concluded that the organization should be up and doing in product management to produce services that will effectively and efficiently satisfy the customer needs.
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TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
THE ROLE OF PRODUCT MANAGEMENT IN THE MARKETING OF BANKING SERVICE (A CASE STUDY OF FIRST BANK ABA BRANCH)
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