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

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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