THE IMPACT OF INFORMATION TECHNOLOGY (IT) IN MARKETING OF BANKING SERVICES (A CASE STUDY OF UBA BANK PLC) ENUGU
IMPACT, INFORMATI TECHNOLOGY, IT MARKETING, BANKING, SERVICES, CASE, STUDY, UB BANK, PLC ENUGU
The Impact Of Information Technology (it) In Marketing Of Banking Services (a Case Study Of Uba Bank Plc) Enugu, Abstract
--- This Research Work
Looked At The Impact Of Information Technology In Marketing Of Banking Services
This research work
looked at the impact of information technology in marketing of banking services
and used U.B.A Bank as a case study.
Specially, the study addressed the following issues.
The performance of information technology to banking
The extent or influence
the present economic situation is having on information technology in banking
operation. The overall levels of satisfaction delivered to customers the
research instrument used for data collection were mainly questionnaire and oral
interviews. The needed data were collected from the respondents which comprised
of the personnel and the customer’s of the banks. The data collected from the
two zones banks in Enugu metropolis were tabulated into frequencies and
used to test the various hypothesis interpretations and analysis gave the
That all the respondent
acknowledged the impact of information technology in banking services.
That the banks used
information technology as tools for attracting the customers to their banks.
That most of the
customers prefer information technology rendered by U.B.A Bank to other banks.
That most of the
despondence accepted that quality services influence their preference for the
Moreover, data that are
relevant to this research topic will be analyzed in order to arrive at useful
findings. Tables will be used to treat the raw data that is all information got
will be analyzed and present in table.
The scope of the study
is very wide if it has to be carried out in all U.B.A. banks in Enugu based on
the fact that there are no time and materials resources to see to the whole
U.B.A. bank in Niger.
From the research study
the researcher made the following findings:
That banks can only
increase their delivery abilities through greater in vestment in information
That banks customer’s
association poor services delivery of banks to their hot level of information
However, the research
made some recommendation based on the above findings.
That banks should
establish a marketing department that would see to the satisfaction of
customer’s needs since the sole aim at marketing is customers satisfaction.
That bank should go
into contract with info tech firms to hire their information technology or
contract this a speck totally to the information technology firms.
TABLE OF CONTENTS
Background of the study
Statement of problem
Objective of the study
Scope of the study
Brief history about information
Banking environment in Nigeria
Application of information system in
Types of information system applied in
The advantages and defects of information system
Organizational profile of
Sources of data
Populations of the study
Determination of sample size
Processing and collection of data
Design of the study
Limitation of the study
Tools of statistical
Testing of Hypothesis
SUMMARY OF FINDINGS, CONCLUSIONS AND
1.1 BACKGROUND OF THE
Bank as a financial
institution is primarily concerned with the mobilization of savings and the
profitable application of funds.
According to Ogbu
Andrew C. one of the bank official, in an interview help with him at U.B.A Bank
on march 15 2009 He sad that the major object of U.B.A bank is the number of
customers and the credibility of U.B.A. bank, is based on its ability to attract
a sizeable proportion of the customer found. (Ogbu Andrew C.).
Referring to Uchenna
E.O. (1997 p. 1) on research and project methodology, he said that the
information technology on marketing of banking services arose to challenge all
other previous concepts in the banks, that information technology is the key to
achieve organizational goals which consists of determine the needs and wants of
target markets and the delivery of the desired satisfaction more effectively an
d efficiently than competitors.
Quoting from Nwankwo
Eze A. (1998) an article written on 25 September, which says many banks in the
past strive to improve their counter services by employing more staff to cope
with increasing number customers. This did not yield such result. With the
advance of information technology banks have been able to automat some aspect,
if not all their operations and thus has resulted in lower cost in terms of
paid salaries to staff waiting time of customers. With the help of information
technology accounting information system, the decision making processing, loans
and credit evaluations and other banking services have been very
The banking having
realizes that existence in the competitive economy depends on the level of
information technology adopted protectively. That the range of information
technology adopted by the UBA bank must be determined by peculiarities of its
He further said that
although development has not only be driven by technology advanced but have
also in turn, spawned technological development.
According to Jaret
Charles T. (1998 p.9) advantages that information technology provides are:
Quick decision because information can be supplied faster.
Better decision because the information is complete sufficient and
up to date.
Better management – because the information system can closely ill
the goals of the organization the department and the individual customers
For those key players in the industry who have embraced
information technology, the impact of this investment to the operation in terms
of marketing of banking services is what this study is out to explore.
1.2 STATEMENT OF THE
Banking is in the services industry. The quality of services
rendered by the UBA Banks, have been attracting criticisms from people of all
works of life.
According to Jarret (1998 p.35) which says that in the past, a
large potential proportion of banking services where handled manually, thus
requiring relatively large labour forces to handle a volume of routine
However, the waiting time for such services had led to frustration
and dissatisfaction of quit a number of customers.
He also said that most banks do not put their
customers in the prime place as they supposed to be. There is now keen
competition and to compete means to apply the marketing of information
technology. Are these criticisms justified or are they just a mere rundown of
the banking industry, because they are making profit in an area of economic
This study is aimed at
researching on effect of automat of the bank on the marketing of banking
It is vital to put the
potential progress into prospective and recognized the current extensive use of
automated system in banking services delivery. That the development of on-lime
back- office terminal system liked to large main frame batch-processing
computers has enable the bank to cope with rapidly increasing volumes of
transactions that could not have been handled manually.
He further said that,
the use of information technology is an entrepreneurial activity that
information as a corporate resource should be managed and it greatly increase
the opportunities that are available.
1.3 OBJECTIVE OF THE
Among the objectives of this study are as follows:
a. To explore the correlation between
information and technology and service delivery ability of banks.
b. To suggest how UBA banks executives can
direct and manage the huge investment information technology and maximize
c. To relate the advent of information
technology to effective services delivery of the UBA banks.
d. To investigate the effect of
information technology, investment on profitability of the UBA banks on
e. To investigate the effect of
information technology investment of banks on customers loyalty.
The null hypothesis will be tested against the following
Ho: Customers choice of banks is not a function of the
level of information technology investment of the bank.
Hi: Customers choice of bank is a function of
the level of information technology investment of the bank.
Ho: Customers’ preference doe not depend on either
high information technology or how information technology in banks.
Hi: Customers’ preference depends on either high
information in technology or how information technology is banks.
Ho: Customers do not perceive their banks as high
information technology banks.
Hi: Customers perceive their banks as
high-information technology banks.
1.5 SCOPE OF THE STUDY
The scope of the study
is very wide if it has to be carried out in all UBA bank in Enugu metropolis.
The study is limited
based on the fact that there is no time and material resources to see to the
The study is limited to
(Enugu state) and the findings may not reflect the situation in the whole
country. These findings may not be valid for the whole U.B.A. banks in Nigeria,
but by and large, what happens in UBA bank in Enugu state, can be said to apply
to other U.B.A banks.
Although, U.B.A banks
are chosen because they represent a greater part of the industry involved in
over the counter cash transaction.
1.6 DEFINITION OF TERMS
The following terms
used in this should be taken to mean the following:
Marketing is the human
activities, which direct the flow of goods and services, from the manufacturers
to the customers through exchange process which satisfied human want needs
directly or indirectly.
Banking is defined in
the 1969 act as the business of receiving monies from outside sources as
deposits, or respective of the payment of interest and acceptance of credits or
purchases of bill and cheques, or the purchases and sales of securities claims
respect of loan prior to their transactions for other or the effected of
transferring and clearings, and such other transaction as the commission may,
on recommendation of the central bank, by order published in the federal
gazette designated as banking business.
is the study or the use of electronic equipments especially computers for
storing, analyzing and distributing in formation of all kinds, including words
numbers and pictures.
Automate banking is the
device which permits customers to deposit, withdraw or transfer fund during
hours when the bank is closed.
There are separately
identifiable intangible activities, which provides want satisfaction when
marketed to customers and or industry users and which are not necessary tied to
the scale of a product or another services.
TERMS AND CONDITIONS APPLY
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