LIST OF TABLES
Table 4.1.1: What is your age bracket?
Table 4.2.2: What is your sex?
Table 4.2.3: What is your marital status?
Table 4.2.4: What is your educational qualification?
Table 4.2.5: What is your monthly income?
Table 4.2.6: Respondents type of account with the bank.
Table 4.2.7: What sort of relation do you maintain with bank officials?
Table 4.2.8: Do you agree that customer satisfaction makes you to patronize your bank?
Table 4.2.9: Do you adopt marketing orientation in operating their bank?
Table 4.2.10: Respondents assessment of banker’s attitude towards customer orientation and satisfaction.
Table 4.2.11: Would you agree that competition influence him to adopt customer’s orientation and satisfaction?
Table 4.2.12: Do you agree that illegal deduction of money and charges could influence customer patronage to his bank?
Table 4.2.13: Do you believe that, if the bank service breeds dissonance, customer could leave for another bank?
Table 4.2.14: Do you agree that agreement of counter level of paper work and commendation affects his patronage?
ABSTRACT
The study was carried out to determine “evaluation of customer orientation as a strategy for achieving competitive edge in the banking sector”. The study was significant in ensuring customer orientation that lead to effective and efficient customers’ relationship to achieve the aim and objective of the topic/study and hypotheses was formulated. This research was carried out using Uyogba Micro Finance Bank, Ejule as a sample. The main instrument used in the data collection were questionnaires and observations. Some literature books and magazines were also used for reviewing with data collected. These were analyzed by using simple percentage and tables (chi-square X2). It was discovered that the bank that adopt customer orientation edge higher level of customers patronage. Therefore it is highly recommended that, the management of Unyogba Micro Finance bank should embrace and appraise customers orientation to ensure better relationship within the customers and the bank officials.
TABLE OF CONTENTS
Title Page i
Approval Page ii
Dedication iii
Acknowledgements iv
List of Tables vi
Abstract vii
Table of Contents viii
CHAPTER ONE 1
INTRODUCTION 1
1.1 Background to the Study 1
1.2 Statement of the Problems 2
1.3 Objectives of the Study 3
1.4 Research Hypotheses 4
1.5 Significance of the Study 5
1.6 Scope and Limitations of the Study 6
1.7 Operational Definition of Terms 6
1.8 Organization of Work 8
CHAPTER TWO 9
REVIEW OF RELATED LITERATURE 9
2.1 Introduction 9
2.2 History and Evolution of Uynogba Micro Finance Bank 9
2.3 The Concept of Customer Orientation 11
2.4 Theoretical Frame Work 11
2.5 Stages in Evolution of Customer Orientation 15
2.6 Benefits of Customer Orientation to The Bank 15
2.7 Consumer Behaviour 17
2.8 Micro Finance Bank Services to Customers 19
2.9 Publicity as a Tool for Customer Orientation 22
2.11 References 24
CHAPTER THREE 25
RESEARCH METHOD 25
3.1 Introduction 25
3.2 Research Design 25
3.3 Area of the Study 25
3.4 Sources and Method of Data Collection 26
3.5 Population of the Study 27
3.6 Sample And Sampling Techniques 27
3.7 Method of Data Analysis 29
CHAPTER FOUR 30
DATA PRESENTATION AND INTERPRETATION OF RESULTS 30
4.1 Introduction 30
4.2 Data Presentation and Analysis 30
4.3 Test of Hypotheses 40
CHAPTER FIVE 48
SUMMARY, CONCLUSION AND RECOMMENDATIONS 48
5.1 Summary of Findings 48
5.2 Summary of the Study 48
5.3 Conclusion 49
5.4 Suggestions for Further Research 50
5.5 Recommendations 50
Bibliography 52
Appendix 53
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Customer’s orientation is the philosophy of business that believes markets must connect with customers in forming, engaging and even energizing them in the process. Most financial institutions and companies today centred their focus on balding customer’s relationship and not just product. For instance, a well packaged product that is not well established will not penetrate the market the only value your company financial institutions will ever create is the value that comes from the customer, the ones you have known and the ones you will have inn sure.
Business succeeds by getting, keeping and growing customers. Customers are the only reason you build factories, hire employees, and schedule meeting, lay filter-optic line or engaging in any business activity. Without customers, you don’t have a business.
Customer orientation is informative and educative for its objective to be actualised. In other words, it is known as perceived value. The determinant of the customer orientation perceived is based on cost and benefit of a particular product for instance, when a customer derived high level of benefit from a product, such customer will not be the monetary value.
The study therefore focuses on customer orientation as a strategy for achieving competitive edge in the banking sector. The study selected Unyogba Micro Finance Bank that have network to provide quality service to its numerous customers. The secret is centered on providing adequate information about the banking operation to its customers and the benefit achieved towards operating an account with the bank. Although, the bank rendered most of it service to civil servant and business men and women, the benefit a depositor is quick credit facilities to its customers at the rate of ten percentage. At moment, Ungba Micro Finance Bank is listed on the Nigeria stock exchange, because it satisfied the capitalisation requirement of the Central Bank of Nigeria. Invest in the micro finance bank to ensure safety for your investment value.
1.2 Statement of the Problems
Customer orientation practiced in Unogba Micro Finance Bank is faced with difficulties that needs to be resolved. Customer orientation and satisfaction in Nigeria, misappropriation of fund by management, right personnel to the right job, insensitivity to competitive environment. Influence of the apex authority like the central bank of Nigeria and also faced with problems like national deposit insurance commission and security exchange commission.
The excess changed and deduction of money by the commercial bank. The method of clearing cheque is still very slow to meet with the customers demand.
1.3 Objectives of the Study
The objectives of the study are based on the following:
To identify the major attributes and benefits that customer’s value accesses the ban and competitors performance on the different customers value against their rated importance.
To examine how customers in a specific segment rated the bank performance against a specific major competition on an individual attributes or benefit overtime.
To ascertain customer data base
To know the bank strategy in attracting and retaining customers
Finally, to identify the customer compliance and possible solutions applied.
