Value Proposition in Marketing of Banking Services and Its Effects on Local Bank Performance in Kenya; A Case Study of the Cooperative Bank University Nairobi, Kenya.

TABLE OF CONTENTS

DECLARATION .................................................................................................................. i

APPROVAL ........................................................................................................................ ii

DEDICATION .................................................................................................................... iii

TABLE OF CONTENTS ................................................................................................... iv

ABSTRACT ....................................................................................................................... vii

CHAPTERONE .................................................................................................................. 1

INTRODUCTION ............................................................................................................... I

1.0 Background of the Study .............................................................................................. 1

1.1 Statement of the Problem .............................................................................................. 2

1.2 Purpose of the Study ..................................................................................................... 3

1.3 Specific Objectives ........................................................................................................ 3

1.4 Research Questions ....................................................................................................... 4

1.5 Scope of the Study ....................................................................................................... 4

1.6 Significance of the Study ............................................................................................ 4

1.7 Conceptual Framework ................................................................................................. 6

CHAPTER TWO ................................................................................................................. 7

LITERATURE REVIEW .................................................................................................... 7

2.0 futroduction .................................................................................................................... 7

2. 1 The Effects of Product Differentiation on Bank Performance ................................... 7

2.2 The Effects of Bank Services on Bank Performance .................................................. 8

2.3 The Effects of Customer Survey on Bank Performance ............................................. 8

CHAPTER THREE ........................................................................................................... 10

METHODOLOGY ............................................................................................................ 1 O

3.0 futroduction .................................................................................................................. 10

3 .1 Research Design .......................................................................................................... 10

3 .2 Population of the Study ............................................................................................... I 0

3.3 Sample Size ................................................................................................................. 11

IV

3.4 Sampling Techniques .................................................................................................. 11

3 .5 Sources ofData ............................................................................................................ 12

3.5.1 Primary Data ............................................................................................................. 12

3.5.2 Secondary Data ......................................................................................................... 12

3.6 Data Collection Techniques ........................................................................................ 13

3.6.1 Documentary Review ............................................................................................... 13

3 .6.2 Questionnaire ............................................................................................................ 13

3. 6 .3 Interview .................................................................................................................... 13

3. 7 Data Processing and Analysis ..................................................................................... 14

3.7.1 Editing ....................................................................................................................... 14

3.7.2 Coding ....................................................................................................................... 14

3.7.3 Tabulation ................................................................................................................. 14

3.8 Limitations of the Study .............................................................................................. 15

CHAPTER FOUR ............................................................................................................. 16

DATA PRESENTATION, ANALYSIS AND DISCUSSION OF THE FINDINGS .. 16

4.0 Introduction ................................................................................................................ 16

4.1 Social Demographic Characteristics ........................................................................ 16

4.1.1 Age of the Respondents ......................................................................................... 16

4.1.2 Marital Status of the Respondents ........................................................................... 17

4.1.3 Sex of the Respondents ............................................................................................ 18

4.1.4 Educational Status of the Respondents ................................................................... 19

4.2 The Effects of Product Differentiation on Bank Performance ................................. 20

4.3 The Effects of Banking Services on Bank Performance ........................................... 21

4. 4 The Effects of Customer Survey on Bank Performance .......................................... 23

CHAPTER FIVE ............................................................................................................... 24

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS .................................. 24

5.0 Introduction .................................................................................................................. 24

5 .1 Summary ...................................................................................................................... 24

5.2 Conclusion ................................................................................................................... 25

V

5.3 Recommendations ....................................................................................................... 26

REFERENCES .................................................................................................................. 28

APPENDINCES ................................................................................................................ 31

APPENDIX A: ................................................................................................................... 31

QUESTIONNAIRE ........................................................................................................... 31