Implication of Marketing of Banking Services on the Profitability of Nigerian Banks: a Case Study of First Bank Plc.

Abstract

Banking industry renders services to customers ranging from collection of deposits, opening various categories of account, deposit, current and savings account. Out of the volume of money-collected part are given out as loan to investors, individual, corporate bodies and the government. The aim of this study is to investigate the implication of marketing of banking services on the profitability of Nigerian banks. The scope of the study spanned from 2000 to 2012. The study made use of quantitative data and econometric techniques in assessing the level of implication. The result of the analysis shows that marketing of banking services have indeed had significant positive implication on profitability of Nigerian banks looking at the indicators of banks product or services such as savings account, current account, loan and advance, e-banking, payments and cash management, treasury services, etc. the study therefore recommend that bank customers, management and shareholders should adopt electronic banking operation so that it will increase the level of bank profitability; bank management should from time to time train their staff and customers with regards to services banks provide especially in the area of modern banking development and that the regulatory authorities (CBN, NDIC and Federal Ministry of Finance) should monitor the activities of commercial banks in terms of bank charges on services rendered to customers.

Keywords: Marketing, Banking Services, Deposit, E-Banking, Profitability.