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
