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TABLE
OF CONTENTS
TITLE PAGES
Title
Page – – – – – – – – i
Certification – – – – – – – ii
Declaration
– – – – – – – iii
Dedication
– – – – – – – iv
Acknowledgement
– — – – – – v
Table
of Contents – – – – – – vi
List
of Tables – – – – – – – ix
List
of Figures – – – – – – – x
Abstract
– – – — – – – – xi
CHAPTER ONE: INTRODUCTION
1.1
Background to the Study
– – – – – – – 1
1.2
Statement of the
Problem – – – – – – – 3
1.3
Objectives of the
Study – – – – – – – – 4
1.4
Research Questions – – – – – – – – 4
1.5
Hypotheses of the Study
– – – – – – – 5
1.6
Scope of the Study – – – – – – – – – 5
1.7
Limitations of the
Study – – – – – – – 6
1.8
Operational Definition
of Terms – – – – – – 6
CHAPTER TWO: REVIEW
OF RELATED LITERATURE
2.1 Introduction – – – – – – – – – 7
2.2 Conceptual
Framework – – – – – – – 7
2.2.1 The Marketing Concept – – – – – – – 7
2.2.2 Customer Orientation or Customer Identification – – – – 15
2.2.3 Market Focus – – – – – – – – – 16
2.2.4 Integrated Marketing – – – – – – – 17
2.2.5 Customer Satisfaction – – – – – – – 18
2.2.6 The History of Marketing – – – – – – – 29
2.2.7 Theoretical Framework – – – – – – – 21
2.2.6 Empirical Review – – – – – – – – 22
CHAPTER THREE: METHODOLOGY
3.1 Introduction – – – – – – – – – 29
3.2 Research
Design – – – – – – – – 29
3.3 Population
of the Study – – – – – – – 29
3.4 Sample
Size – – – – – – – – – 29
3.5 Sampling
Technique – – – – – – – – 31
3.6 Source
of Data – – – – – – – – 31
3.7 Method
of Data Collection – – – – – – – 31
3.8 Validity
of the Instrument – – – – – – – 31
3.9 Reliability
of the Instrument – – – – – – – 32
3.10 Model
Specification – – – – – – – – 32
4.1 Method
of Data Analysis – – – – – – – 32
4.2 Instrument
of the Study – – – – – – – 33
CHAPTER FOUR: RESULTS
AND DISCUSSION
4.1 Introduction
– – – – – – – – – 34
4.2 Model
Evaluation: Multiple Regression Analysis of the Model and Result – 36
4.3 Discussion
of the Finding – – – – – – – 39
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Introduction – – – – – – – – – 41
5.2 Summary
of the Findings – – – – – – – 41
5.3 Conclusion
– – – – – – – – – 42
5.4 Recommendations
– – – – – – – – 42
5.5 Contribution
to Knowledge – – – – – – – 43
Appendix A – – – – – – – – – 44
Appendix B – – – – – – – – – 45
References
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