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
ABSTRACT The research was about 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. Over 60 respondents got involved in the study and that is to say; 6 managers, 10 supervisors, 20 employees, 24 customers, were involved in the study. The study was guided by the objectives of the study which included; the effects of product differentiation on bank performance, the effects of bank services on bank performance and the effects of customer survey on bank performance. Chapter one of this study research consisted the definition of value proposition, how relevant it is to cooperative bank in Kenya and the characteristics of value proposition which are customer survey, banking services, and product differentiation. Chapter two was about review ofliterature related to the effects of value proposition on bank performance; it considered the effects of customer survey, banking services, and product differentiation, and how they affect the bank performance of cooperative bank in Kenya. Chapter three the research looked at the methods in which the study was carried out, it included the methodology of the study, research design, geographical location/area and population, sampling design, data collection methods and instruments, data analysis and limitation of the study. Chapter four the data was collected using both qualitative and quantitative methods. Chapter five was concerned with the summary of the study, conclusions and recommendations. Conclusions and recommendations were made basing on the analysis of the findings.
