APPLICATION OF MARKETING CONCEPT IN COMMERCIAL BANKS (A CASE STUDY OF ACCESS BANK LIMITED, LAFIA BRANCH)

The objective of this study is to evaluate the application of marketing concept in commercial banks specifically in Access Bank Plc Lafia branch. The study made use of survey research method. Out of the sixty staff in Access bank Plc Lafia branch, the researcher sample out his research using Yemen’s formula to get a sample size of 52. Both primary and secondary method of data collection was employed in this study to gather information using questionnaires, internet and relevant textbooks. The data gathered was analysed using tables and simple percentages. The findings of this study reveals that: Access bank Plc Lafia branch do offer the customer with mostly Air-Conditional hall spacious hall. Access bank Plc Lafia Branch have different account for different class of customers. Access Bank Plc Lafia Branch do advertise their services. Nigeria to an extent have sufficient number of banks/branches in the country. Access Bank Plc Lafia Branch have market segmentation, this is to enable them advertise and gather more customers. Access Bank Plc Lafia Branch give preferential treatment to some of their customers. Access Bank Plc Lafia Branch services to the general public is satisfactory. Access Bank Plc Lafia branch meet up with all their services. The charges of access Bank Plc Lafia is moderate. The introduction of advertisement and gift incentives increase employee’s loyalty to Access Bank. Customers’ problems are solved within the shortest possible time at Access Bank Ltd Lafia Branch. After the findings were made the study made a recommendation by saying; For Access Bank to achieve its goal in banking industry, it must improve on its services to satisfy its customers and retain their patronage. It is therefore, recommended that the branch manager should lead by example by providing good and effective leadership as this is one of the determining factors with regard to quality of services offered to customers.