Digital Marketing and Customer Satisfaction: A Case Study of Bank of Africa Kampala-Uganda

TABLE OF CONTENTS

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

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

LIST OF TABLES ........................................................................................................................ vii

LIST OF FIGURES ..................................................................................................................... viii

CHAPTER ONE ........................................................................................................................... I

1.0 Introduction ............................................................................................................................... I

1.1 Back ground of the study .......................................................................................................... I

I .2 Problem Statement .................................................................................................................... 5

1.3. Purpose of the study ................................................................................................................. 6

I .4. Objectives of the study ............................................................................................................. 6

1.5 Research questions .................................................................................................................... 6

1.6 Scope of the study ..................................................................................................................... 6

1.6.1. Geographical scope ............................................................................................................... 6

1.6.2. Time scope ............................................................................................................................ 7

I .6.3. Content scope ........................................................................................................................ 7

1.7 Significance of the study ........................................................................................................... 7

1.8 Conceptual frame work ............................................................................................................. 8

CHAPTER TWO .......................................................................................................................... 9

LITERATURE REVIEW ............................................................................................................ 9

2.1 lnt,·oduction ............................................................................................................................... 9

2.2 Digital Marketing strategies ...................................................................................................... 9

2.3 The current level of customer satisfaction .............................................................................. 11

2.4. The relationship between digital marketing and customer satisfaction ................................. 15

CHAPTER THREE .................................................................................................................... 19

METHODOLOGY ..................................................................................................................... 19

3.0 Introduction ............................................................................................................................. 19

3.1 Research Design ...................................................................................................................... 19

3 .2 Target Population .................................................................................................................... 19

3.3 Sample size ............................................................................................................................. 19

V

3.4 Data source .............................................................................................................................. :w

3.5 Data Collection Procedures ..................................................................................................... 21

3.6 Data Collection Instruments ................................................................................................... 21

3.7 Data analysis and Presentation ................................................................................................ 21

3.8 Ethical Procedure .................................................................................................................... 22

3.9 Anticipated Limitations of the Study ...................................................................................... 22

CHAPTER FOUR ....................................................................................................................... 23

PRESENTATION, INTERPRETATION AND ANALYSIS OF FINDINGS ...................... 23

4.0 Introduction ............................................................................................................................. 23

4.1 Demographic Characteristics .................................................................................................. 23

4. I. I Gender of respondents ......................................................................................................... 23

4.1.2 Age of respondents .............................................................................................................. 24

4. I .3 Academic Qualifications ofrespondents ............................................................................. 25

4.1.4 Marital status of respondents ............................................................................................... 26

-1.2 Digital Marketing strategies employed by Bank of Africa, Kampala - Uganda .................... 27

4.3 The Current Level of Customer Satisfaction at Bank of Africa Kampala - Uganda ............ 31

4.------------*--***************************4 The relationship between digital marketing

and customer satisfaction .............................................................................................................. 34

CHARPTER FIVE ...................................................................................................................... 35

SUMMARY, CONCLUSIONS, RECOMMENDATIONS AND AREAS OF FURTHER

RESEARCH ................................................................................................................................ 35

5.0 Introduction ............................................................................................................................. 35

5.1 Summary of the findings ......................................................................................................... 35

5.2 Conclusions ............................................................................................... 37

5.3 Recommendations ................................................................................................................... 37

5 .4 Areas for Fu rt her Research ..................................................................................................... 3 8

J\ppendix i: Research Instrument: Questionnaires ....................................................................... -12

J\ppenclix ii: Consent Letter ................................................................................ .47

Appendix iii: Research Budget .................................................................................................... 47

APPENDIX iv: Research Time Frame ...................................................................................... -18

Acceptance Letter. .......................................................................................... .49

Introductory Letter ........................................................................................... 50