IMPACT OF MARKETING CONCEPT APPLICATION ON GROWTH AND CUSTOMER PATRONAGE IN BANKING INDUSTRY (A CASE STUDY OF POLARIS BANK, THE POLYTECHNIC, IBADAN BRANCH)
Abstract
Marketing activities play a vital role in the survival and growth of any organization. In recent
time, marketing activities in the service industry have been posing serious problems to the
service operators. This is because of the competitive nature and the increase in the number of
services industries. This study examines the impact of marketing concept application on growth
and customer patronage in Polaris Bank Plc, Nigeria. It aims to investigate the effect of
marketing concept on business growth, identify problems confronting its application, and
determine if lack of application can lead to business failure. The study uses survey research and
literature review to collect data from 100 customers of Polaris Bank. The findings will provide
insights into how Polaris Bank can improve its services to satisfy customers' needs and wants,
driving business growth and success. The study's significance lies in its contribution to understanding the role of marketing
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