Satisfaction and Retention: A Key to Business Survival in Nigeria (A Case Study of Berger Paints Nigeria Plc)

TABLE OF CONTENTS

Title Page                                                                                          i

Certification                                                                                     ii

Dedication                                                                                        iii

Acknowledgement                                                                           iv

Table of Contents                                                                             vi

CHAPTER ONE: INTRODUCTION

1.1       INTRODUCTION TO THE STUDY                                                           1

1.2       STATEMENT OF THE PROBLEM                                                            2

1.3       AIM AND OBJECTIVES OF STUDY                                               3

1.4       SIGNIFICANCE OF STUDY                                                              4

1.5       SCOPE OF STUDY                                                                             4

1.6       LIMITATION OF STUDY                                                                  5

1.7       DEFINITION OF TERMS                                                                6

CHAPTER TWO

2.0       LITERATURE REVIEW                                                                              8

2.1       TOOLS FOR TRACKING AND MEASURING CONSUMER    11

2.2       DELIVERING CUSTOMER VALUE AND SATISFACTION     13

2.3       VALUE CHAIN                                                                                            14

2.4       VALUE DELIVERY NETWORK                                                   15

2.5       ATTRACTING CUSTOMERS                                                                    18

2.6       ATTRACTING CUSTOMERS AND RETAINING CUSTOMERS         18

2.7       COMPUTING THE COST OF LOST CUSTOMERS                                20

2.8       FORMULATION OF HYPOTHESIS                                                          21

CHAPTER THREE

3. 0      RESEARCH METHODOLOGY                                                     22

3.1       POPULATION AND SAMPLE SIZE                                              22

3.2       METHOD OF DATA COLLECTION                                             23

3.3       METHOD OF DATA PRESENTATION                            23

3.4       METHOD OF DATA ANALYSIS                                                  23

CHAPTER FOUR

4.1       HISTORICAL BACKGROUND OF THE CASE STUDIES         24

4.2    DATA PRESENTATION                                                 27

4.3 ANALYSIS OF DATA                                                        39

4.4    TESTING OF HYPOTHESIS                                40

4.5    DISCUSSION OF FINDINGS                                       41

CHAPTER FIVE

SUMMARY, RECOMMENDATIONS, AND CONCLUSION

5.1    SUMMARY OF STUDY                                43

5.2    CONCLUSION                                                              44

5.3    RECOMMENDATIONS                                                 45

        REFERENCES                                                                47

        APPENDIX                                                                      48

          QUESTIONNAIRE                                                                              49