IMPROVING CUSTOMER SERVICE LEVELS IN SERVICES INDUSTRIES, THROUGH THE APPLICATION OF THE MARKETING CONCEPT (A CASE STUDY THE IBETO PHOTOGRAPHIC COLOUR LABORATORY, ENUGU)
Abstract
The Nigerian economy is filled with different kinds of services providing industries, ramping from the large ones like banks to very small ones such as hair salon services. The deep economic problems in the country has made services provision of all kinds very expensive and competitive. The only solution to survive is to engage vibrant and strategically marketing. But most service firms expenditure the small ones neither have a specialized marketing unit nor seen to take marketing programmes and concept very serious. It is on this lapses, that this study was based. The major objective of this study is to critically examine the marketing programmes of service based firms (in Enugu) in order to identify ways in which customers services can be improved through the application of marketing
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
1.1Â Â Â Â Â Â Â Â Background of the study
1.2Â Â Â Â Â Â Â Â Historical Background of the study
1.3Â Â Â Â Â Â Â Â Statement of the Problem
1.4Â Â Â Â Â Â Â Â Purpose of the study
1.5Â Â Â Â Â Â Â Â Research Hypothesis
1.6Â Â Â Â Â Â Â Â Significance of the study
1.7Â Â Â Â Â Â Â Â Limitations of the Study
1.8Â Â Â Â Â Â Â Â Definition of Terms
CHAPTER TWO
Review of related literature                                Â
2.1Â Â Â Â Â Â Â Â Review of Literature
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
3.1Â Â Â Â Â Â Â Â Research Design
3.2Â Â Â Â Â Â Â Â Area of the study
3.3Â Â Â Â Â Â Â Â Population of the Study
3.4Â Â Â Â Â Â Â Â Sample Size Determination for Customers
3.5Â Â Â Â Â Â Â Â Sampling Procedure
3.6Â Â Â Â Â Â Â Â Instrument for Data Collection
3.7Â Â Â Â Â Â Â Â Validity of Research Instrument
3.8Â Â Â Â Â Â Â Â Reliability of Research Instrument
3.9Â Â Â Â Â Â Â Â Method of Administration of the Research
3.10Â Â Â Â Method of Data Analysis
CHAPTER FOUR
Presentation, analysis, and interpretation
4.1Â Â Â Â Â Â Â Â Presentation, Analysis, and Interpretation
4.2Â Â Â Â Â Â Â Â Test of Hypothesis
CHAPTER FIVE
5.1Â Â Â Â Summary of Findings
5.2Â Â Â Â Â Â Â Â Recommendations
5.3Â Â Â Â Â Â Â Â Conclusion
Bibliography
Questionnaire
CHAPTER ONE
INTRODUCTION
1.1Â Â Â Â Â Â Â BACKGROUND OF THE STUDY
Marketing implies all those human functions performed to satisfy consumer needs through production and exchange processes. Organization that adopt the marketing concept mostly aim at finding what the consumers needs and wants are, and providing such needs and wants effectively and efficiently to the consumers.
Offering marketing services as a form of business is fast growing within the scope of marketing over the year. The relative amount of services has been growing in the economy representing about two third of the Gross National Product. Marketing of service as an intangible product, apart from the existence as separate industrial sector, services also represent a major strength of Nigerian firm and the world at large. It has dominated the spectrum of Nigerian businesses.
However, the growing importance of services and their business to start up, in most cases, have made the sector very attractive to a lot of the citizenry.
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IMPROVING CUSTOMER SERVICE LEVELS IN SERVICES INDUSTRIES, THROUGH THE APPLICATION OF THE MARKETING CONCEPT
