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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