Abstract

Consumer satisfaction and loyalty represent a fundamental step in understanding how profitable organisations are. This work studies the determining factors of customer satisfaction and how loyal they remain to their various money deposit banks.  The study assessed customers’ satisfaction of selected money deposit banks ,taking into consideration the charges of services, relationship marketing, quality of services, and ATM service delivery of those banks. The population of study comprises of  customers of the selected banks  in Umuahia Metropolis who are 18yrs and above.. Method of data collection were questionnaires. Tables and percentages were also used in presenting and analyzing the data collected. The research found out that relationship marketing, charges of services and quick ATM service delivery are factors mediating against customer satisfaction and loyalty in the banking sector.

TABLE OF CONTENT

TITLE PAGE

ABSTRACT

ACKNOLEDGEMENT

CHAPTER ONE………………………………………………………………………………………......1

INTRODUCTION…………………………………………………………………………………….......1

1.1 BACKGROUND TO THE STUDY……………………………………………………………………1

1.2 STATEMENT OF THE PROBLEM…………………………………………………………………...3

1.3 OBJECTIVES OF THE STUDY……………………………………………………………………....4

1.4 RESEARCH QUESTIONS……………………………………………………………………………5

1.5 RESEARCH HYPOTHESIS………………………………………………………………………….5

1.6 SIGNIFICANCE OF THE STUDY…………………………………………………………………..6

1.7 SCOPE OF THE STUDY...…………………………………………………………………………...7

1.8 DEFINITION OF RELATED TERMS……………………………………………………………….7

CHAPTER TWO………………………………………………………………………………………….8

2.0 INTRODUCTION…………………………………………………………………………………….8

2.1 REVIEW OF RELATED LITERATURE…………………………………………………………….8

2.1 CONCEPTUAL FRAMEWORK……………………………………………………………………..8

2.1.1 DEFINITION OF CUSTOMER LOYALTY……………………………………………………….8

2.1.2 DEFINITION OF CUSTOMER SATISFACTION………………………………………………..10

2.1.3 VARIABLES IN MEASURING CUSTOMER SATISFACTION………………………………...11

2.1.3.1 RELATIONSHIP MARKETING………………………………………………………………...12

2.1.3.2 CHARGES OF SERVICES………………………………………………………………………14

2.1.3.3 QUALITY OF SERVICES……………………………………………………………………….15

2.1.3.4 ATM SERVICE DELIVERY…………………………………………………………………….16

2.2 THEORITICAL REVIEW…………………………………………………………………………….17

2.2.1 CUE UTILIZATION THEORY…………………………………………………………………….17

2.2.2 STIMULUS ORGANISM RESPONSE THEORY…………………………………………………18

2.2.3 EQUITY THEORY…………………………………………………………………………………18

2.2.4 DISSONANCE THEORY…………………………………………………………………………..18

2.2.5 ASSIMILATION THEORY………………………………………………………………………...19

2.3 EMPIRICAL REVIEW……………………………………………………………………………….19

2.4 SUMMARY OF REVIEWED RELATED LITERATURE…………………………………………..21

CHAPTER THREE……………………………………………………………………………………...23

3.0 INTRODUCTION…………………………………………………………………………………….23

3.1 RESEARCH DESIGN………………………………………………………………………………...23

3.1.1 METHOD OF DATA COLLECTION……………………………………………………………...23

3.1.2 INSTRUMENT FOR DATA COLLECTION………………………………………………………24

3.1.3 SOURCES OF DATA COLLECTION……………………………………………………………..24

3.2 AREA OF THE STUDY………………………………………………………………………………24

3.3 POPULATION OF THE STUDY…………………………………………………………………….24

3.4 DETERMINATION OF SAMPLE SIZE……………………………………………………………..25

3.5 SAMPLING TECHNIQUE…………………………………………………………………………...26

3.6 VALIDITY AND RELIABILITY OF RESEARCH INSTRUMENT………………………………..26

3.7 METHOD OF DATA ANALYSIS……………………………………………………………………26

3.7.1 MODAL SPECIFICATION………………………………………………………………………...27

CHAPTER FOUR…………………………………………………………………………………….…28

FINDINGS AND DISSCUSION……………………………………………………………………...…28

4.0 INTRODUCTION…………………………………………………………………………………….28

4.1 DATA ANALYSIS……………………………………………………………………………………32

CHAPTER FIVE…………………………………………………………………….…………………..40

SUMMARY, CONCLUSION AND RECOMMENDATIONS……………………………………….40

5.1 SUMMARY OF FINDINGS………………………………………………………………………….40

5.2 CONCLUSION FROM FINDINGS………………………………………………………………......41

5.3 RECOMMENDATIONS……………………………………………………………………………...41

References