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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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