CHAPTER ONE

INTRODUCTION

1.1. BACKGROUND TO THE STUDY

In the contemporary globalized banking industry, the delivery of high-quality banking services is

imperative for financial institutions seeking a competitive edge and enduring customer

satisfaction. Banking institutions have come to recognize that customer satisfaction serves as a

pivotal driver of customer loyalty and, ultimately, the success and growth of their business. As

such, understanding the factors that influence customer satisfaction, especially in the context of

service delivery, has become a critical area of research and attention.

According to Malik and Ghaffor (2012), customer satisfaction is defined as meeting the

expectations of customers in terms of satisfaction parameters. It is a measure of how well a

company's products and services meet or exceed the expectations of its customers. It is the

number of customers or the percentage of total customers who stated that their experience with a

company, its products, or services (ratings) exceeded specified satisfaction goals (Farris, Bendle,

Pfeiffer and Reibstein, 2010).

For more than 30 years, research on customer satisfaction has been widely conducted in

management studies, both in banking and education organizations (Chin Wei & Sri Ramalu,

2011). Shanka (2012) discovered, for example, a positive relationship between service quality

and customer satisfaction in the banking sector. Customers are more likely to be loyal if the bank

is trustworthy, committed to service, reliable and efficient in communicating with customers, and

capable of properly resolving problems (Coelho &Henseler, 2012; Flint et al., 2011; Vivek et al.,
2012). In order to survive or exist, businesses must be able to attract a large number of

customers. Excellent customer service and meeting their needs can directly increase satisfaction.

This is an indicator of the level of satisfaction with the quality of services. This can be

determined by analyzing their purchasing and consumption habits for specific products, services,

brands, and company names (Johnson, 2015).

Access Bank PLC, one of Nigeria's foremost financial institutions, boasts a strong presence

across various sectors, including the education sector. The bank acknowledges the significance

of its customer base, which encompasses students among other segments. Access Bank is

committed to providing services that not only cater to the financial needs of its customers but

also ensure their utmost satisfaction. Among the student population, the marketing department at

the University of Jos represents a key target demographic and plays a vital role in Access Bank's

client portfolio.

Students within the marketing department represent a diverse group with distinct banking

requirements. They often necessitate services related to account management, loans, mobile

banking, and other financial products. Consequently, it becomes crucial for Access Bank to gain

insights into the factors that influence the satisfaction levels of these students concerning the

services they receive. This research project aims to delve into the intricate dynamics of the

impact of bank services delivery on customer satisfaction among students in the marketing

department at the University of Jos, with a specific focus on Access Bank PLC.

1.2. STATEMENT OF THE PROBLEM

While Access Bank, like other financial institutions, strives to meet the needs of its student

customers, there may exist challenges and gaps in the delivery of these services. These

challenges can directly impact the level of customer satisfaction and, by extension, the bank's

overall relationship with its customers. Addressing these potential issues requires a

comprehensive understanding of the factors that contribute to student satisfaction and a rigorous

assessment of the quality of bank services being delivered to them.

I want to investigate how bank service delivery and customer satisfactions amongst students of

marketing department Access Bank PLC University of Jos affects the overall perception of

Access Bank PLC in University of Jos. The research seeks to address the multifaceted challenges

surrounding the impact of bank services delivery on customer satisfaction among students in the

Marketing Department at the University of Jos, with a specific emphasis on Access Bank PLC.

The problem lies in understanding the intricate dynamics that shape students' perceptions,

expectations, and experiences regarding the bank's services, and how these factors contribute to

overall satisfaction or dissatisfaction. This investigation aims to uncover the key issues affecting

the delivery of banking services and their consequent influence on the satisfaction levels of this

unique demographic, offering insights that can inform strategies for improving service quality

and customer satisfaction within the university community.

1.3. RESEARCH QUESTIONS

Based on the research problem, the following research questions will be addressed in this study:
 1. What is the prevailing perception of students in the marketing department at the

University of Jos regarding the quality of bank services provided by Access Bank PLC?

2. To what extent are students in the marketing department satisfied with the services

delivered by Access Bank, and what are the underlying determinants of this satisfaction?

3. What are the key factors that exert a substantial impact on the satisfaction levels of

marketing department students with the services provided by Access Bank?

1.4. RESEARCH OBJECTIVES

The primary objective of this research is to comprehensively examine the impact of Access Bank

PLC's service delivery on customer satisfaction within the student population of the Marketing

Department at the University of Jos. The specific research objectives include:

1. Evaluate the students' perceptions of Access Bank's service quality in terms of efficiency,

accessibility, and responsiveness.

2. Identify the key factors influencing customer satisfaction or dissatisfaction among students in

the Marketing Department.

3. Assess the correlation between students' expectations and the actual delivery of banking

services by Access Bank PLC.

4. Examine the role of technology and digital channels in shaping students' experiences with the

bank's services.

5. Investigate the impact of service quality on students' loyalty and likelihood to recommend

Access Bank to their peers.

1.5. HYPOTHESES

The present study seeks to test the following hypotheses:

H1. There is relationship between service delivery and customer satisfaction in the Nigerian

banking sector.

H2. There is a high level of service delivery and customer’s loyalty in the banking industry.

H3. Staff strength does not affect service delivery in the banking industry

1.6. SIGNIFICANCE OF THE STUDY

The significance of this study lies in its potential to contribute valuable insights to both academia

and the banking industry. By investigating the impact of bank services delivery on customer

satisfaction among students in the Marketing Department at the University of Jos, I will address

3 significant factors:

1. Academic: is in regards to partial fulfilment in regards to B.Sc. in marketing. This would

aid future researchers on same topic that may find itself useful.

2. Policy: relevant government establishment interest in my study may find it very useful

3. Practice: This might enrich the knowledge of the practitioners in this field useful to them.

1.7 SCOPE OF THE STUDY

This research is limited in scope and primarily concentrates on students in the marketing

department at the University of Jos who are customers of Access Bank PLC. The study will

delve into their perceptions of the bank's services, their levels of satisfaction, and the myriad

factors that influence their overall satisfaction. Geographically, the scope of this study is

confined to the University of Jos, Nigeria.

In the subsequent chapters, the study will further scrutinize relevant literature, construct a solid

theoretical framework, elaborate on the research methodology, and meticulously present the data

analysis and subsequent findings.

1.9. OPERATIONAL DEFINITION OF TERMS

MARKETING: Marketing is currently defined by the American Marketing Association (AMA)

as "the activity, set of institutions, and processes for creating, communicating, delivering, and

exchanging offerings that have value for customers, clients, partners, and society at large”.

however, the definition of marketing has evolved over the years. The AMA reviews this defini]

Htion and its definition for "marketing research" every three years. The interests of "society at

large" were added into the definition in 2008. The development of the definition may be seen by

comparing the 2008 definition with the AMA's 1935 version: "Marketing is the performance of

business activities that direct the flow of goods, and services from producers to consumers".
BANK SERVICES DELIVERY AND CUSTOMER SATISFACTION: Nigeria as a country has

recorded significant efficiency in bank service delivery considering her history of banking

services. This assertion reflects in the views of banking sector stakeholders in the country and

foreign assessors. One milestone was the introduction and effective use of electronic banking

system in the last two decades which eliminated hurdles overt with the conventional banking era.

Today, banking activities in Nigeria are possible at any time of the day and anywhere without

any stress. This is not to say that it has fully complied with global best practices as there are still

pockets of complaints from stakeholders especially customers which have expressed

dissatisfaction in the quality of banking services rendered to them. In spite of the level of

customers' dissatisfaction, bank service delivery is better than what it was, and the Nigerian

banking sector is presently at the front burner in terms of banking service delivery in Africa.

Although challenges of employees' knowledge gaps, technology, inadequate legal framework,

incompetent manpower and staff improper attitude remain contentious in the Nigerian banking

system, efforts from stakeholders especially the regulator to eliminate these challenges would

bring about improved banking service delivery in Nigeria and make it close to global best

practices, if not achieve it.

REFERENCES
 CHAPTER TWO
LITERATURE REVIEW
This chapter contains the conceptual, theoretical, and empirical review. It also contains the gaps
highlighted in consonance with the statement of the research problem and the stated objectives.
The conceptual review discussed various concepts and constructs relevant to the stated objectives
of the study. The theoretical review was based on one, two or more theories that are relevant to
the topic. The empirical review reviewed empirical studies in line with the specific objectives of
the study. A critical analysis of the reviewed literature was carried out and gaps identified were
summarized.
2.1. CONCEPTUAL REVIEW

1. Service Quality Models: Drawing on established models such as SERVQUAL, the conceptual
review will delve into the dimensions of service quality, including reliability, responsiveness,
assurance, empathy, and tangibles. This conceptual lens will provide a foundation for
understanding the elements that contribute to students' perceptions of service quality in the
banking context.

2. Customer Satisfaction Theories: The review will encompass various theories related to
customer satisfaction, including the Expectancy-Disconfirmation Model and the Customer
Satisfaction Index (CSI). Examining these theories will help frame the study's investigation into
the alignment or misalignment between students' expectations and their actual experiences with
Access Bank's services.

3. Technology Adoption Models: Given the significance of technology in modern banking, a

review of models like the Technology Acceptance Model (TAM) will be essential. This will
facilitate an examination of how students' utilization and acceptance of digital channels influence
their overall satisfaction with Access Bank's services.
4. Customer Loyalty and Recommendation Theories: Concepts from customer loyalty theories
and word-of-mouth literature will be explored to understand the factors that drive students'
loyalty to a bank and their likelihood to recommend Access Bank to their peers.

5. Demographic Considerations: The review will also address the relevance of demographic
factors, such as age, gender, and prior banking experience, in shaping students' perceptions of
bank services and satisfaction levels.

By synthesizing these conceptual frameworks, the research aims to build a robust foundation for
investigating the nuanced dynamics of bank services delivery and customer satisfaction among
students in the Marketing Department at the University of Jos, within the specific context of
Access Bank PLC.

2.1.2 CONCEPTUAL FAMEWORK (OPTIONAL)

The conceptual framework for this study is represented diagrammatically based on the
relationships of constructs of study and their order of influence (Figure 2.1.). The first flow of
influence in this framework is initiated from direct relationship of …...with…... The second flow
in the conceptual framework is initiated relating job ………with…... While, the third flow of
influence in the framework is of ……. on……. This broad framework of the study proposes
hypotheses for testing based on the relationship of constructs included in the study. In summary,
this conceptual framework proposes three OR ……main relationships, that is, a) ………, b)
……..., and c) ……………
2.3. THEORETICAL REVIEW
This study seeks to explore the relationship between …….and………. This study is theoretically
supported by …………and…………… theories. Therefore, the theoretical underpinning of this
study is the Impact of Bank Services Delivery and Customer Satisfaction

The investigation into the impact of bank services delivery and customer satisfaction among
students in the Marketing Department at Access Bank PLC, University of Jos, is underpinned by
several key theoretical frameworks and concepts.

1. Service Quality Models:

The SERVQUAL model (Parasuraman, Zeithaml, & Berry, 1988) serves as a foundational
framework, categorizing service quality into five dimensions—reliability, responsiveness,
assurance, empathy, and tangibles. This theoretical lens enables a structured evaluation of the
service quality aspects that significantly influence students' perceptions of Access Bank's
offerings.

2. Expectancy-Disconfirmation Model:
Oliver's (1980) Expectancy-Disconfirmation Model is instrumental in understanding the
cognitive processes behind customer satisfaction judgments. By assessing the variance between
students' expectations and their actual experiences with Access Bank's services, this model
provides insights into the factors influencing satisfaction levels.
3. Technology Acceptance Model (TAM):
Davis's (1989) TAM is pertinent in examining the adoption and acceptance of digital channels
in the banking sector. As technology plays a pivotal role in modern banking services, TAM
offers a theoretical foundation to explore how students' attitudes and perceptions of technology
influence their satisfaction with Access Bank's services.

4. Customer Loyalty and Advocacy:

Building on Reichheld's (1996) loyalty theories, the research considers factors shaping
students' loyalty to Access Bank. Additionally, theories from word-of-mouth literature contribute
to understanding the dynamics influencing students' likelihood to recommend the bank to their
peers. These theories provide insights into the social and emotional dimensions of customer
satisfaction and its impact on loyalty and advocacy.

5. Demographic Considerations:
Incorporating findings from studies such as Sivadas and Baker-Prewitt (2000), the research
recognizes the relevance of demographic factors in shaping customer perceptions. Exploring the
impact of age, gender, and prior banking experience adds depth to understanding how these
demographics influence the satisfaction levels of students in the Marketing Department.

By synthesizing these theoretical frameworks, the research aims to construct a comprehensive

and nuanced understanding of the intricate dynamics that influence bank services delivery and
customer satisfaction among students in the Marketing Department at the University of Jos,
within the specific context of Access Bank PLC.

2.4. EMPIRICAL REVIEW

The Impact of Bank Services Delivery and Customer Satisfaction**

Numerous empirical studies have investigated the intricate relationship between bank services
delivery and customer satisfaction, offering valuable insights into the dynamics of this
interaction. In the context of students in the Marketing Department at the University of Jos and
their experiences with Access Bank PLC, several key themes emerge from existing literature.
1. **Service Quality and Customer Satisfaction:**
A foundational aspect of the empirical research in this domain is the examination of service
quality dimensions and their impact on customer satisfaction. Studies by Smith et al. (2015) and
Parasuraman, Zeithaml, and Berry (1988) consistently find a positive association between
perceived service quality—encompassing reliability, responsiveness, assurance, empathy, and
tangibles—and overall customer satisfaction in the banking sector.

2. **Student-Specific Banking Experiences:**

Research by Johnson and Wang (2019) has explored the banking experiences of university
students, shedding light on the unique factors influencing their satisfaction levels. The
accessibility of services and the role of technology have been identified as critical determinants,
aligning with the theoretical framework of the Technology Acceptance Model (TAM) proposed
by Davis (1989).

3. Customer Loyalty and Advocacy:

Empirical studies, such as those conducted by Anderson and Sullivan (2001), emphasize the
link between customer satisfaction and loyalty in the banking industry. The positive correlation
between satisfied customers and their likelihood to exhibit loyalty resonates with Reichheld's
(1996) insights on customer loyalty. Understanding the implications of these findings is crucial
for shaping strategies to enhance customer loyalty among students.

4. **Word-of-Mouth and Recommendations:

Chen and Brown's (2018) exploration of factors influencing customers' likelihood to
recommend a bank provides valuable insights into the social dimensions of customer
satisfaction. Word-of-mouth recommendations are integral in understanding the broader impact
of service delivery on the reputation of Access Bank PLC within the student community.

5. **Demographic Considerations:
Empirical investigations by Johnson et al. (2005) have delved into the role of demographic
factors, such as age and gender, in shaping customer perceptions of banking services.
Considering the diverse demographic profile of students in the Marketing Department is crucial
for a nuanced understanding of their varied experiences and satisfaction levels.

By synthesizing these empirical findings, the current research endeavors to contribute to the
specific context of students in the Marketing Department at the University of Jos, providing a
deeper understanding of the impact of Access Bank PLC's services delivery on customer
satisfaction within this unique demographic.

2.5. RESEARCH GAP

Despite the growing body of literature exploring the impact of bank services delivery and
customer satisfaction, a discernible research gap exists in the specific context of students in the
Marketing Department at the University of Jos, focusing on Access Bank PLC. The existing
literature provides a general understanding of service quality dimensions, customer loyalty, and
advocacy, but there is a notable dearth of studies that:

1. Address Student-Specific Banking Experiences:

While some studies touch on university students as a demographic, there is a limited
exploration of the unique factors that influence the satisfaction of students in a Marketing
Department. This research should delve into how the academic background of marketing
students shapes their expectations and perceptions of bank services.

2. Examine the Role of Technology in Student Satisfaction:

Despite the general acknowledgment of the importance of technology in modern banking, there
is a lack of specific focus on its role in shaping the satisfaction of students. A research gap exists
in understanding how the adoption of digital channels influences the banking experiences and
satisfaction levels of students within the context of Access Bank PLC.

3. Explore Word-of-Mouth Dynamics Among Students:

While word-of-mouth and recommendations are recognized as influential factors in customer
satisfaction, there is a gap in understanding how these dynamics operate within the student
community. The project should explore the specific channels and mechanisms through which
students share their banking experiences and how this influences the overall satisfaction
landscape.

4. Consider Demographic Factors Within the University Setting:

The existing literature acknowledges the role of demographics in shaping customer
perceptions, but there is a gap in research that specifically considers the diverse demographic
profile of students within a university. This project should aim to uncover how factors such as
age, gender, and prior banking experience contribute to variations in satisfaction levels among
students in the Marketing Department.

5. Provide Contextual Insights for Access Bank PLC:

Many studies offer general insights into customer satisfaction in the banking sector, but there is
a research gap in providing specific, actionable recommendations for Access Bank PLC based on
the findings within the University of Jos. This research should bridge the gap by offering
practical strategies that align with the specific needs and expectations of students in the
Marketing Department.

By addressing these gaps, the proposed research seeks to contribute a nuanced understanding of
the factors influencing bank services delivery and customer satisfaction among students in the
Marketing Department at the University of Jos, providing both academic and practical insights
for Access Bank PLC in tailoring its services to this unique demographic.
2.6. SUMMARY OF THE LITERATURE REVIEW