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