AN EVALUATION OF CUSTOMER SERVICES IN THE BANKING INDUSTRY OF NIGERIA (A CASE STUDY OF FIRST BANK PLC)

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AN EVALUATION OF CUSTOMER SERVICES IN THE BANKING INDUSTRY OF NIGERIA (A CASE STUDY OF FIRST BANK PLC)

  • TABLE OF CONTENTS 
    Title Page – – – – – – – – – i
    Approval Page – – – – – – – – ii
    Declaration – – – – – – – – iii
    Dedication – – – – – – – – – iv
    Acknowledgement – – – – – – – v
    Abstract – – – – – – – – – vi
    Table of Contents – – – – – – – vii
    CHAPTER ONE 
    INTRODUCTION
    1.1 Background of the Study – – – – – 1
    1.2 Statement of General Problem – – – – 5
    1.3 Objective of the Study – – – – – – 6
    1.4 Research Questions – – – – – – 6
    1.5 Significance of the Study – – – – – 7
    1.6 Scope of the Study – – – – – – 8
    1.7 Definition of Terms – – – – – – 8
    CHAPTER TWO 
    REVIEW OF RELATED LITERATURE
    2.1 Introduction – – – – – – – 10
    2.2 Concept of Advertising – – – – – 11
    2.3 Concept of Consumer Behaviour – – – – 14
    2.4 Objectives of Advertising – – – – – 16
    2.5 The Importance of Behavioural Science in Advertising  16
    2.6 Classification of Advertising – – – – 17
    2.7 Behaviour Effect of Advertising – – – – 20
    2.8 Selecting the Media – – – – – – 28
    2.9 Criteria for Selecting Advertising Media – – 25
    2.10 Measuring the Effectiveness of Advertising – – 26
    2.11 The Need for Advertising – – – – – 28
    2.12 Shortcoming of Advertising – – – – – 28
    CHAPTER THREE 
    RESEARCH METHODOLOGY
    3.1 Introduction – – – – – – – 32
    3.2 Research Design – – – – – – 32
    3.3 Area of the Study – – – – – – 32
    3.4 Population of Study – – – – – – 33
    3.5 Sample size and Sampling Techniques – – – 33
    3.6 Instrument for Data Collection – – – – 33
    3.7 Validity of the Instrument – – – – – 33
    3.8 Reliability of the Instrument – – – – 34
    3.9 Method of Data Collection – – – – – 34
    3.10 Method of Data Analysis – – – – – 34
    CHAPTER FOUR 
    DATA PRESENTATION AND ANALYSIS
    4.0 Introduction – – – – – – – 36
    4.1 Data Presentation and Analysis – – – – 36
    4.2 Characteristics of the Respondents – – – 36
    4.3 Data Analysis – – – – – – – 39
    4.4 Testing Hypothesis – – – – – – 46
    4.5 Summary of Findings – – – – – – 51
    4.6 Discussion of Findings – – – – – 52
    CHAPTER FIVE 
    SUMMARY, CONCLUSION AND RECOMMENDATION
    5.0 Introduction – – – – – – – 54
    5.1 Summary – – – – – – – – 54
    5.2 Conclusion – – – – – – – – 57
    5.3 Recommendations – – – – – – 58
    References  ——–61
    Appendix – – – – – – – – 62

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