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 and used U.B.A Bank as a case study.

Specially, the study addressed the following issues.

The performance of information technology to banking

industry.

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 percentages.

Chi-square statistic used to test the various hypothesis interpretations and analysis gave the followings findings.

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 banking operation.

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 technology.

That banks customer’s association poor services delivery of banks to their hot level of information technology.

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

CHAPTER ONE

Introduction

Background of the study

Statement of problem

Objective of the study

Hypothesis

Scope of the study

Definition of terms

CHAPTER TWO

Brief history about information technology

Banking environment in Nigeria

Application of information system in

banking sector

Types of information system applied in

banking industry

The advantages and defects of information system

Organizational profile of UBA

CHAPTER THREE

RESEARCH METHODOLOGY                                     

Sources of data

Populations of the study

Determination of sample size

Processing and collection of data

Design of the study

Limitation of the study

CHAPTER FOUR

Tools of statistical analysis

Testing of Hypothesis

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

Summary of findings

Conclusion

Recommendation

Bibliography

Appendix

CHAPTER ONE

INTRODUCTION

1.1    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.

1.3    OBJECTIVE OF THE STUDY

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 profit.

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 customer’s loyalty.

e.     To investigate the effect of information technology investment of banks on customers loyalty.

1.4    HYPOTHESIS

The null hypothesis will be tested against the following alternative hypothesis

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 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.

1.6    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.

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