THE EFFECT OF CONSCIENTIOUSNESS ON CUSTOMER

SATISFACTION
(A STUDY OF UNITED BANK FOR AFRICA, FPI)

A PROJECT SEMINAR BY:

POPOOLA OLUWATOSIN ARIKEADE

MATRIC NO:
H/BAM/18/0658

COURSE CODE: OTM 414

ORAL COMMUNICATION SKILLS

LECTURER:
DR. JIBOKU

SUPERVISOR:
MRS. OLABIMTAN
 INTRODUCTION

Conscientiousness is the personality trait of a person who shows an awareness of the impact that their own behavior has
on those around them. Conscientious people are generally more goal-oriented in their motives, ambitious in their
academic efforts and at work, and feel more comfortable when they are well-prepared and organized.

STATEMENT OF THE PROBLEM

Customers are keys source of business and customer satisfaction is an important issue for each organization that how to
keep the customer for long period of time and make them satisfy. The problem of this research is to measure the customer
satisfaction and conscientiousness in banking with the help of various dimension (Tangible, Empathy, Assurance,
Responsiveness and Reliability) in United Bank of Africa (UBA) FPI branch.

OBJECTIVE OF THE STUDY

The basic objective of this study is to examine the effect of conscientiousness on customer satisfaction.

Having in mind this, the specific objectives of the study include:

i. To investigate the effect of employee wakefulness on customer satisfaction in United Bank of Africa FPI branch.

ii. To examine the effect of employee awareness on customer satisfaction in United Bank of Africa FPI branch.

RESEARCH QUESTIONS

i. How to investigate the effect of employee wakefulness on customer satisfaction in UBA FPI branch?

ii. How to examine the effect of employee awareness on customer satisfaction in UBA FPI branch.
RESEARCH HYPOTHESIS

i. There is no significant positive relation between Customer Empowerment evoked during

the consultative selling process and Customer Satisfaction.

ii. There is no significant positive relation between Openness and Customer Satisfaction.

iii. There is no significant positive relation between Conscientiousness and Customer

Satisfaction

LITERATURE REVIEW

A literature review is a step-by-step process that involves the identification of published and
unpublished work from secondary data sources on the topic interest, the evaluation of this work
in relation to the problem and the documentation of this work (Sekaran & Bougie, 2009).
Therefore, in this study, each independent variables and a dependent variable will be reviewed on
previous studies that are related to this topic.
CONCEPTUAL FRAMEWORK
The dictionary meanings of the word conscientiousness extend through several centuries and several
associated related meanings. These have ranged from formal definitions to definitions attempting to
capture the less easily captured and more debated meanings and usage of the word.
THEORETICAL FRAMEWORK
Theories are formulated to explain, predict and help in understanding the phenomenon and to challenge
and extend existing knowledge within the critical bounding assumption. This study will be guided by
the Sigmund Freud’s Theory of Conscientiousness and Theory of Customer Satisfaction.
SIGMUND FREUD’S THEORY OF CONSCIENTIOUSNESS
According to Sigmund Freud, one group of his patients stood out from the rest: their discerning traits
were cleanliness, conscientiousness, frugality and stubbornness – that is, an anal personality. According
to the psychoanalytical theory, the origin of conscientiousness was strongly tied to the developmental
stages in childhood.
Today, we know better. Conscientiousness is defined in a less pathologizing manner, and credible
mechanisms for its emergence can be found starting in evolutionary psychology. Conscientiousness is
also partly inherited. It could be called an “internalized morality”
THEORIES OF CUSTOMER SATISFACTION

According to Rouse (2008), customer satisfaction is a degree of satisfaction provided by the goods or services of a

company as measured by the number of repeat customers or how service meets the customer’s expectation. Triplett

(2007) further suggests that service quality has become an important topic because of its apparent relationship to

costs, profitability, customer satisfaction, customer retention and positive word of mouth and it is widely considered

as a driver of corporate marketing and financial performance. In our study, we are more interested in service quality

and customer satisfaction.

EMPIRICAL FRAMEWORK
Empirical studies investigating transparency in finance have analyzed it as both the Dependent variable (Hodge,
Kennedy, & Maines, 2014; Patel et al., 2012) and independent Variable (Board & Sutcliffe, 2010; Gemmill, 2016;
Rosengren,2009; Winkler, 2010) under Question. Some studies define transparency as the timely disclosure of
information (e.g., Bloomfield &O‟Hara, 2009; Madhavan, Porter, & Weaver, 2015; Securities and Exchange
Commission, 1995; Securities and Investment Board, 1995) while other Studies define transparency as the level of
clarity in information (Bushman, Piotroski, & Smith, 2014; Jordan, Peek, & Rosengren, 2010; Winkler, 2010).
 METHODOLOGY

RESEARCH DESIGN

The research design is a guide showing how the data or and information regarding a research problem is collected and analyzed within the

research settings and economy of time and material (Annyiwe, Idahosa, &Ibeh 2005). The research design is descriptive in nature.

Descriptive research can be explained as describing something, some phenomenon or any particular situation. Descriptive research is a

research that describes the existing situation, interpreting and making judgment.

POPULATION OF THE STUDY

Population in research, according to Okeke (2015) as “the aggregate of individual persons or objects for investigation, or the sum total of the

units of analysis.” Such object may be finite or infinite. Hence, the population of UBA FPI branch staffs is Twenty (20).

Sample and Sampling Techniques

According to Catillo (2009), sampling is the process of taking a subset of subjects that is representative of the entire population. The

sampling of a population remains crucial as far as the data collections of data from the primary sources are concerned. The study adopted a

convenience sampling technique. Convenience sampling is normally used for collecting a large number of completed surveys speedily and

with economy. However it is difficult to cover the entire population because of a number of reasons such as resources and time constraint, a

fair representative sample of the population was therefore imperative. The sample size will consist of (50) respondents.
METHOD OF DATA COLLECTION

It is evidently clear in other to achieve the objectives of study and to have a broad knowledge of its, data, must be collected.

The data collected for the study comprise of primary data and secondary data. Primary data are information sourced from

respondents though the administration of questionnaires, interviews or by participation and observation for better

clarification. The data collection instrument basically used with regards to data collection is through the use of structured

questionnaire. Hence the questionnaires become the most appropriate and relevant with regards to the study, this is because

mostly data collected using from the questionnaire, stable, constant and has unique and uniform measures with no differences

or variation. It further solves or reduces the level bias that might be caused by the researchers through presentation of facts or

issues. Questionnaires are defined as a technique through raw data collection whereby each individual’s persons are made to

respond to similar set of questions in a predetermined manner (de Vaus, 2012).

Secondary data are books and journals that were consulted for the study