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Influence of Marketing on Customers' Satisfaction In INFLUENCE OF MARKETING ON CUSTOMERS’ SATISFACTION IN THE BANKING INDUSTRY IN KADUNA STATE, NIGERIA BY Isah PETER DEPARTMENT OF VOCATIONAL AND TECHINCAL EDUCATION, AHMADU BELLO UNVERSITY, ZARIA NIGERIA MAY, 2015 Title INFLUENCE OF MARKETING ON CUSTOMERS’ SATISFACTION IN THE BANKING INDUSTRY IN KADUNA STATE, NIGERIA BY Isah PETER B.ED (Business Education) Ahmadu Bello University 2000 M.ED/EDUC/5134/2009-2010 A THESIS SUBMITTED TO THE SCHOOL OF POSTGRADUATE STUDIES, AHMADU BELLO UNIVERSITY, ZARIA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF A MASTER DEGREE IN BUSINESS EDUCATION DEPARTMENT OF VOCATIONAL AND TECHINCAL EDUCATION, AHMADU BELLO UNVERSITY, ZARIA NIGERIA MAY, 2015 ii Declaration I declare that the work in this thesis entitled “Influence of Marketing on Customers‟ Satisfaction in the Banking Industry in Kaduna state, Nigeria” has been carried out by me in the Department of Vocational and Technical Education. The information derived from the literature has been duly acknowledged in the text and a list of references provided. No part of this thesis was previously presented for another degree at this or any other institution. Isah, PETER ____________ _________ Signature Date iii Certification This thesis titled “Influence Of Marketing On Customers Satisfaction In The Banking Industry In Kaduna State, Nigeria” written by Isah Peter meets the regulations governing the award of the degree of M.Ed Business Education of Ahmadu Bello University, Zaria and is approved for its contribution to knowledge and literary presentation. ______________ __________ Prof. A.A. Udoh Date Chairman, Supervisory Committee _______________ __________ Dr. R.T. Umar Date Member, Supervisory Committee _________________ __________ Prof. A.A. Udoh Date Head of Department _________________ __________ Prof. A.Z. Hassan Date Dean, School of Postgraduate Studies iv Dedication This research work is dedicated to my late Mother Habiba Peter, my late Father Peter Pyeweh and to the family of Pyeweh. v Acknowledgements The researcher is grateful to Almighty God for the gift of life and for making him to complete this thesis. The researcher is grateful and indebted to his supervisors Prof. A.A. Udoh and Dr. R.T. Umar who employed their scholarly prowess to guide him throughout this research work. I am grateful for their advice, encouragement and patient throughout the period of research work. His sincere appreciation and gratitude go to Prof E. Ike, Dr S. Ibrahim who offered to guide him throughout the research work. He would like to acknowledge the assistance he received from Prof. M.M., ALiyu, Dr. I.M. Haruna, for their encouragement and support, during his course of study. The researcher specially thanks go to all lecturers in the Department of Vocational and Technical Education, Ahmadu Bello University, Zaria. His special thank go to all Non Academic Staff in the department of vocational and technical education, Ahmadu Bello University, Zaria. The researcher is sincerely indebted to his beloved wife, Dinatu Peter, His beloved children for their support and encouragement during the course of this study. The researcher is grateful to his employer Ahmadu Bello University, Zaria for the opportunity to further his studies. This acknowledgement would not be complete if the researcher failed to appreciate his classmate that contributed in one way or the other to make the work a success. vi Abstract The study was carried out to investigate the influence of marketing on customers‟ satisfaction in the banking industry in Kaduna state Nigeria. To achieve the purpose of the study four research questions were raised to answer the problem of the study, while four null hypotheses were formulated and tested at 0.05 level of significance respectively. Survey design was adopted for the study. The population was fourteen thousand nine hundred (14,900) bank customers in twenty two (22) commercial banks in Kaduna state, out of which seven hundred and forty five (745) were sampled. Random sampling technique was used for selecting the sample size. Questionnaire was used to obtain information from the respondents. Data were analysed using chi-square for answering the four research questions and null hypotheses. The results of the study showed among others that advertisement by banks significantly contributed to their satisfaction. The study concluded that marketing activities such as advertisement, personal selling, mobile banking and e-banking significantly influence customer satisfaction in the banking industry in Kaduna State. One of the recommendations is that banks should always ensure that there is adequate mobile service in the banking industry for continuous customer satisfaction. In view of the limitation of the study, it was suggested that further study could be carried out to cover a cross section of customers in Nigeria. vii Table of Contents Cover page - - - - - - - - - i Title page - - - - - - - - - ii Declaration - - - - - - - - - iii Certification - - - - - - - - - iv Dedication - - - - - - - - - v Acknowledgment - - - - - - - - vi Abstract - - - - - - - - - vii Table of content - - - - - - - - viii List of Tables - - - - - - - - - x List of Appendices - - - - - - - - xi Operational Definition of terms - - - - - - xii CHAPTER ONE - INTRODUCTION 1.1 Background to the Study - - - - - - 1 1.2 Statement of the Problem - - - - - - 3 1.3 Objectives of the Study - - - - - - 5 1.4 Research Questions - - - - - - - 5 1.5 Research Hypotheses - - - - - - - 6 1.6 Significance of the Study - - - - - - 6 1.7 Basic Assumptions of the Study - - - - - 7 1.8 Delimitation of the Study - - - - - - 7 CHAPTER TWO – REVIEW OF RELATED LITERATURE 2.1 Theoretical Framework - - - - - - 8 2.2 Conceptual Framework- - - - - - - 12 2.3 Marketing Activities - - - - - - - 16 2.4 Customer Orientation - - - - - - - 18 2.5 Customer Satisfaction - - - - - - - 18 2.6 Marketing in Banking - - - - - - - 19 2.7 Consumerism in Nigeria - - - - - - 20 2.8 Empirical Studies - - - - - - - 21 2.9 Summary of Related Literature - - - - - - 26 viii CHAPTER THREE – RESEARCH DESIGN AND METHODOLOGY 3.1 Research Design - - - - - - - 27 3.2 Population for the Study - - - - - - 28 3.3 Sample Size and Sampling Procedure - - - - 30 3.4 Instrument for Data Collection - - - - - 32 3.4.1 Validity of the Instrument - - - - - - 32 3.4.2 Pilot Study - - - - - - - - 32 3.4.3 Reliability of the Instrument - - - - - - 33 3.5 Procedure for Data Collection - - - - - 33 3.6 Procedure for Data Analysis - - - - - - 34 CHAPTER FOUR – PRESENTATION AND ANALYSIS OF DATA 4.1 Demographic characteristics of respondents - - - - 35 4.2 Answers to Research Questions - - - - - 38 4.3 Test of hypotheses - - - - - - - 45 4.4 Summary of the Major Findings - - - - - 51 4.5 Discussion of the Major findings - - - - - 51 CHAPTER FIVE – SUMMARY, CONCLUSION AND RECOMMENDATION 5.1 Summary - - - - - - - - 55 5.2 Conclusion - - - - - - - - 56 5.3 Recommendations - - - - - - - 56 5.4 Limitation of the study - - - - - - 56 5.5 Suggestions for further study - - - - - - 56 REFERENCES - - - - - - - - 58 APPENDICES - - - - - - - - 64 ix List of Tables Table 3.1 Population of the Study - - - - - - 29 Table 3.2 Sample for the study - - - - - - - 31 Table 4.1: Percentage Analyses of Respondents by their gender -- - 35 Table 4.2: Percentage Analyses of Respondents by their age range -- - 36 Table 4.3: Percentage Analyses of Respondents by their years of patronage of the banks - - - - - - - - 36 Table 4.4: Analyses of Respondents by their respective banks in the state- - 37 Table 4.5: Mean Distribution of Respondent on Research Question One - 38 Table 4.6: Mean Distribution of Respondent on Research Question Two- - 40 Table 4.7: Mean Distribution of Respondent on Research Question Three - 42 Table 4.8: Mean Distribution of Respondent on Research Question Four - 44 Table 4.9: Chi-square Test on Null-hypotheses one - - - - 46 Table 4.10: Chi-square Test on Null-hypotheses two - - - - 47 Table 4.11: Chi-square Test on Null-hypotheses Three - - - -- 49 Table 4.12: Chi-square Test on Null-hypotheses Four- - - - - 50 x List of Appendices Appendix A: Letter of Introduction - - - - - - - 64 Appendix B: Questionnaire - - - - - - - - 66 Appendix C: List of Banks in Kafanchan, Zaria and Kaduna Metropolis - - 68 xi Operational Definition of Terms Automated Teller Machine (ATM) An electronic machine that enables customers to withdraw paper money or carry out other banking transactions, like checking account balance, insertion of an encoded plastic card. Confidentiality Withholding or restricting the flow of information so that only those with both permission and who are on the “need to know” have access to it. Consumer Protection Council (CPC) A statutory body established to handle customer complaints over patronage of goods and services offered by different organizations. It is a regulatory authority that ensures that complains from wrongly treated and aggrieved customers are treated appropriately. Customers People who patronize products and/or services in the banks Consumerism Concerted efforts, actions and collective reactions of consumers to protect their perceived interest in the market place. Customer Satisfaction The extent to which customers are happy with the products and services provided by banks. E-Banking Is a payment option that allows any account holder in a bank to the internet banking application and carry out normal banking transaction from their bank accounts. Marketing Is the performance of business activities that direct the flow of goods and
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