AN ANALYSIS OF MARKETING CONCEPT IN BANKING INDUSTRY (A CASE STUDY OF FIRST BANK OF NIGERIA PLC TALATA MAFARA BRANCH, ZAMFARA STATE)

ABSTRACT This study examines the application of the marketing concept in the banking industry, with a specific focus on First Bank of Nigeria PLC, Talata Mafara Branch, Zamfara State. The marketing concept emphasizes the need for customer satisfaction as the primary driver of business success. In the competitive banking environment, the ability to meet and exceed customer expectations is critical to retaining clients and achieving growth. This research aims to assess how First Bank adopts the marketing concept to improve customer service, develop innovative banking products, and create effective communication strategies. Through a combination of primary data from customer surveys and secondary data from bank reports, the study evaluates the bank's marketing strategies, their effectiveness in satisfying customer needs, and their impact on business performance. The findings reveal that while First Bank has made significant efforts to align its services with the marketing concept, there remain areas for improvement in customer engagement and service delivery. The study concludes by recommending strategies for enhancing customer-centric approaches and sustaining competitiveness in the banking sector.