THE IMPACT OF INFORMATION TECHNOLOGY IN MARKETING OF BANKING SERVICES

THE IMPACT OF INFORMATION TECHNOLOGY IN MARKETING OF BANKING SERVICES

BACKGROUND OF THE STUDY

        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 efficient.          

        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 customers.

        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 inclusive.

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 PROBLEM

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 transactions.

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 slump?

        This study is aimed at researching on effect of automat of the bank on the marketing of banking services.

        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.

 

RESEARCH OBJECTIVES

The objectives of the research were to:

1. Determine the extent to which commercial banks in Nigeria are using ICT in service delivery?
2. Determine the benefits of using ICT on service delivery in commercial banks in Nigeria?
3. Establish the challenges of using ICT to deliver service in commercial banks in Nigeria? using UBA banks in Enugu as case study

Research questions

1. What is the extent to which commercial banks in Nigeria are using ICT in service delivery?
2. What the benefits of using ICT on service delivery in commercial banks in Nigeria?
3. What are the challenges of using ICT to deliver service in commercial banks in Nigeria? Using UBA banks in Enugu as case study

 

1.4 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 whole nation.

        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.

1.5 LIMITATION OF STUDY

The study was limited to UBA banks’ staff views on ICT and customer service in Enugu state. This was largely due to resource constraints such as time and money. Furthermore, customers were not interviewed and with them as the ultimate recipient of the services offered their responses would have provided deeper insights for the study. The study was also restricted to 12 UBA bank branches in Enugu state therefore the results cannot be subjected to generalization for other banks.

 

1.6    DEFINITION OF TERMS

        The following terms used in this should be taken to mean the following:

MARKETING

        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

        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. 

INFORMATION TECHNOLOGY

        Information technology 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

        Automate banking is the device which permits customers to deposit, withdraw or transfer fund during hours when the bank is closed.

 

SERVICES

        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.

 

1.7 Organization of the Study

The study comprises of five chapters. Chapter one consists of the background to the study, statement of the problem, purpose of the study, objectives, research questions, significance, limitation of the study, delimitation of the study, basic assumptions, definitions of key terms and organization of the   study.   Chapter two   comprises of literature review theoretical and conceptual frameworks. Chapter three deals with research methodology, covering   research sampling, procedures, research instruments and their validity and reliability, procedures for data collection and data analysis. Chapter four comprises of findings and discussions which were generated by the study. Chapter five presents summary, conclusions and recommendations.

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