INFLUENCE OF MARKETING ON CUSTOMERS’ SATISFACTION IN THE BANKING INDUSTRY IN KADUNA STATE, NIGERIA

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dc.contributor.authorPETER, Isah
dc.date.accessioned2016-04-27T14:37:38Z
dc.date.available2016-04-27T14:37:38Z
dc.date.issued2015-05
dc.descriptionA 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 NIGERIAen_US
dc.description.abstractThe 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.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/7787
dc.language.isoenen_US
dc.subjectINFLUENCE,en_US
dc.subjectMARKETING,en_US
dc.subjectCUSTOMERS’ SATISFACTION,en_US
dc.subjectBANKING INDUSTRY,en_US
dc.subjectKADUNA STATE,en_US
dc.subjectNIGERIAen_US
dc.titleINFLUENCE OF MARKETING ON CUSTOMERS’ SATISFACTION IN THE BANKING INDUSTRY IN KADUNA STATE, NIGERIAen_US
dc.typeThesisen_US
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