THE EFFECT OF MARKETING ON TOURISM DEVELOPMENT IN CROSS RIVER STATE.

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ABSTRACT

This study was conducted to determine the effect service failure has on the adoption of electronic banking in Calabar, Cross-River State, Nigeria. The need for quick and efficient service delivery of banking services as led to the development of electronic banking. The e-banking which has become a major part of the banking institutions, still faces various challenges which has led to the slow acceptance of e-banking amongst customers in Calabar, Nigeria. As a result of this, there is need to find out the causes of these challenges and how it affects customers. The objectives of this study were to examine the relationship between service failure and adoption of electronic banking, access the level of confidence on the adoption of electronic banking, and identify service failure outcomes affecting the adoption of electronic banking in Calabar, Nigeria and to determine customer rate of reaction to failed services on electronic banking. To achieve these objectives, 196 questionnaires were administered to customers of five banks (First Bank, UBA, GT Bank, Access Bank and Zenith Bank). The study adopted survey research design, utilizing both primary and secondary sources of data. Data were analyzed using the Pearson chi square and one sample t-test. The findings revealed that 64.8% of respondents experience service failures using e-banking. It was further revealed that more than half of the respondents i.e. 51% do not have confidence in their banks e-service. The findings also showed that slow network, wrong debit of account, inadequate working ATM’s, inability of the ATM’s to dispense cash, were some of the service failure outcomes faced by respondents. The study recommended that training on e-banking features, use and benefits should be given to customers as it will significantly improve the customer’s acceptance of e-banking services and reliability and trust should be created in mind of customers towards security of their accounts and confidentiality. Banks should also ensure that their e-channels be made available at all times and cut down on excessive charges on e-transactions.

TABLE OF CONTENTS

TITLE PAGE –           –           –           –           –           –                       –           i

DEDICATION           –           –           –           –           –           –           –           ii

CERTIFICATION     –           –           –           –           –           –           –           iii

APPROVAL PAGE   –           –           –           –           –           –           –           iv

ACKNOWLEDGEMENT     –           –           –           –           –           –           v

ABSTRACT   –           –           –           –           –           –           –           –           vi

TABLE OF CONTENTS       –           –           –           –           –           –           vii

LIST OF TABLES     –           –           –           –           –           –           –           x

LIST OF FIGURES   –           –           –           –           –           –           –           xii

CHAPTER ONE: INTRODUCTION

  1.       Background of the study        –           –           –           –           –           1
    1.       Statement of the problem       –           –           –           –           –           4
    1.       Objectives of the study           –           –           –           –           –           6
    1.       Research Questions     –           –           –           –           –           –           6
    1.       Research Hypothesis   –           –           –           –           –           –           7
    1.       Significance of the study        –           –           –           –           –           7
    1.       Limitation of the study           –           –           –           –           –           8
    1.       History of the Organizations (Marina Resort and Tinapa

Business and   –           –           –           –           –           –           –           8

  1.       Operational definition of terms          –           –           –           –           9

1.1.0 Operational definition of terms             –           –           –           –           –           11

CHAPTER TWO:    LITERATURE REVIEW AND THEORETICAL FRAMEWORK

2.1       Theoretical framework            –           –           –           –           –           13       

2.1.1    Theory of constraints (TOC)   –           –           –           –           –           13

2.2       Conceptual framework           –           –           –           –           –           16

2.2.1    Concept of marketing             –           –           –           –           –           –           17

2.2.2    Role of marketing in the tourism industry      –           –           –           19

2.2.3    Concept of tourism     –           –           –           –           –           –           22

2.2.4    Significance of tourist development   –           –           –           –           25

2.2.5    Product strategy and tourist patronage           –           –           –           28

2.2.6    Pricing strategy and tourist patronage                        –           –           –           30

2.2.7    Place strategy and tourist patronage               –           –           –           33

2.2.8    Promotional strategy and tourist patronage    –           –           –           35

2.3       Summary of review of related literature         –           –           –           38

CHAPTER THREE: RESEARCH METHODOLOGY

3.1       Research design          –           –           –           –           –           –           39

3.2       The study area –           –           –           –           –           –           –           39

3.3       Population of the study          –           –           –           –           –           42

3.4       Sample size determination      –           –           –           –           –           42

3.5       Sampling technique     –           –           –           –           –           –           43

3.6       Sources and methods of data collection         –           –           –           43

3.7       Instrumentation           –           –           –           –           –           –           43

3.8       Validity of research instrument          –           –           –           –           44

3.9       Reliability of research instrument       –           –           –           –           45

3.10     Data analysis techniques         –           –           –           –           –           45

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS

4.1       Data Presentation and Interpretation              –           –           –           46

4.2       Data Analysis  –           –           –           –           –           –           –           50

CHAPTER FIVE:    SUMMARY OF FINDINGS, CONCLUSION

AND RECOMMENDATIONS

5.1       Summary of findings  –           –           –           –           –           –           58

5.2       Conclusion      –           –           –           –           –           –           –           58

5.3       Recommendations      –           –           –           –           –           –           59

BIBLIOGRAPHY     –           –           –           –           –           –           61

APPENDIX    –           –           –           –           –           –           –           69