University of Ghana http://ugspace.ug.edu.gh UNIVERSITY OF GHANA EXPLORING CUSTOMER RETAIL PREFERENCES IN THE PROPOSED KOTOKA INTERNATIONAL AIRPORT TERMINAL 3 BY AUDREY AMMA ATTAA ACHEAMPONG (10551023) A THESIS SUBMITTED TO THE DEPARTMENT OF MARKETING AND ENTREPRENEURSHIP, UNIVERSITY OF GHANA BUSINESS SCHOOL, UNIVERSITY OF GHANA, LEGON IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF MPHIL MARKETING DEGREE JUNE 2017 University of Ghana http://ugspace.ug.edu.gh DECLARATION I do hereby declare that this long essay is the result of my own research and has not been presented by anyone for any academic award in this or any other university. All references used in this work have been fully acknowledged. cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg Hjk cfv bga xzcd bn hg rt cv asg wda xzr tg jhg vacdf xzv qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg Hjk cfv bga xzcd bn hg rt cv asg wda xzr tg jhg vacdf xzv qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg Hjk cfv bga xzcd bn hg rt cv asg wda xzr tg jhg vacdf xzv qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg Hjk cfv bga xzcd bn hg rt cv asg wda xzr tg jhg vacdf xzv qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg Hjk cfv bga xzcd bn hg rt cv asg wda xzr tg jhg vacdf xzv qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg Hjk cfv bga xzcd bn hg rt cv asg wda xzr tg jhg vacdf xzv qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg Hjk cfv bga xzcd bn hg rt cv asg wda xzr tg jhg vacdf xzv qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qbcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg Hjk cfv bga xzcd bn hg rt cv asg wda xzr tg jhg vacdf xzv qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg Hjk cfv bga xzcd bn hg rt cv asg wda xzr tg jhg vacdf xzv qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg Hjk cfv bga xzcd bn hg rt cv asg wda xzr tg jhg vacdf xzv qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg Hjk cfv bga xzcd bn hg rt cv asg wda xzr tg jhg vacdf xzv qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg Hjk cfv bga xzcd bn hg rt cv asg wda xzr tg jhg vacdf xzv qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg Hjk cfv bga xzcd bn hg rt cv asg wda xzr tg jhg vacdf xzv qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg Hjk cfv bga xzcd bn hg rt cv asg wda xzr tg jhg vacdf xzv qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg Hjk cfv bga xzcd bn hg rt cv asg wda xzr tg jhg vacdf xzv qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg cvsa qsa ewa hzc bcds afg ………………………………. ……………………. AUDREY AMMA ATTAA ACHEAMPONG DATE (10551023) i University of Ghana http://ugspace.ug.edu.gh CERTIFICATION I hereby certify that this thesis was supervised in accordance with procedures laid down by University of Ghana, Legon. ………………………………. ……………………. PROF. ROBERT EBO HINSON DATE (SUPERVISOR) ………………………………. ……………………. DR. MAHAMA BRAIMAH DATE (CO-SUPERVISOR) ii University of Ghana http://ugspace.ug.edu.gh DEDICATION This project is dedicated to the Almighty Most Gracious Lord who has made this possible and to all family and friends whose great effort has contributed to my education. iii University of Ghana http://ugspace.ug.edu.gh ACKNOWLEDGMENT My utmost gratitude goes to my co and principal supervisors, for their insightful contributions and instructions throughout this research process. I am grateful Prof. Hinson, for the great honour done me with all the support from your office, it has been wonderful being part of your team during this short time. Dr. Braimah, the short but lengthy discussions were very crucial for the success of this research. I say God richly bless you for your guidance. To Kailan, Anne and John Paul, I must say you have really changed my thought about academic research, may you continue to soar as I know this has just began for you. Dr. Adom, though you may not know, you have contributed to the success of this research. I say thank you. Now to all my friends, colleagues, family, and associates, I thank you all for your continuous guidance, I would never had gotten here if you were not part. I would finally want to thank the department (Marketing and Customer Management) for the immense support during this study. God richly bless you all. iv University of Ghana http://ugspace.ug.edu.gh TABLE OF CONTENT DECLARATION.................................................................................................................................. i CERTIFICATION .............................................................................................................................. ii DEDICATION.................................................................................................................................... iii ACKNOWLEDGMENT ................................................................................................................... iv TABLE OF CONTENT ...................................................................................................................... v LIST OF TABLES ............................................................................................................................. ix LIST OF FIGURES ............................................................................................................................ x ABBREVIATIONS ............................................................................................................................ xi ABSTRACT ...................................................................................................................................... xiii 1.0 Introduction ............................................................................................................................... 1 1.1 Background of the Study .......................................................................................................... 1 1.2 Problem Statement .................................................................................................................... 3 1.3 Research Purpose ...................................................................................................................... 6 1.4 Research Objectives ............................................................................................................ 6 1.5 Overview of Research Methodology ........................................................................................ 7 1.6 Signficance of the study ............................................................................................................ 9 1.7 Chapter Outline ........................................................................................................................ 9 CHAPTER TWO .............................................................................................................................. 10 LITERATURE REVIEW ................................................................................................................ 10 2.0 Introduction ............................................................................................................................. 10 2.1 Theoretical Framework - Expectation Confirmation Theory ............................................ 10 2.1.1 ECT Theoretical Constructs ..........................................................................................