THE PLACE OF MARKETING IN THE SERVICE INDUSTRIES. (A CASE STUDY OF SELECTED LAUNDRY AND DRY CLEANING FIRMS IN ENUGU METROPOLIS)
ABSTRACT
The major issue in this research work is the place of marketing in the service industries. Marketing is very vital in every organization especially in the service industry. The laundry and dry cleaning firms in Nigeria are expected to be marketing oriented especially in current times when competition is very intensive. This project looked to the place of marketing in the service industry, with emphasis on the authentic laundry and dry cleaning firm in Enugu. The study evaluated how the firm marketed its services to its customers and of customers are satisfied with services been rendered by the firm. The study also tored to ascertain whether the staff of the firm and their customers have cordial relationship. These issues were addressed through theoretical and empirical approach with the help of the secondary and primary data collection method. In the secondary data collection methods relative literature were reviewed to as certain what various authors have to say on the topic. There primary data were collected through questionnaire administered on the customers complemented by providers view point drawn from Enugu metropolis as the case study. The population of study comprised of the staff and customers of authentic laundry and dry cleaning firm. The method of sampling adopted is the simple random sampling technique. A simple size of 150 respondents was in organizing the collected data, frequency distribution and tables were used while chi – square x2 was adopted to analyze and test hypothesis.This method were able to revealed that authentic laundry were in line with the marketing concept practice, customers complaints are given prompt attention and good quality services are rendered to them also. There firm do not have parking space for customers. It is recommended that authentic laundry and dry cleaning firm should continue with it good quality service. To inculcate more of the marketing concept practice. There firm should make available and enough parking space for their customers. Customers satisfaction should be continue to be their watchword. The firm should continuously monitoring the effectiveness and efficient of their firm services through marketing research.
TABLE OF CONTENTS
CHAPTER ONE
- Background of the study
- Statement of the problem
- Objectives of study
- Hypothesis formulation
- Scope of the study
- Take T. CIII
- Significance of the study
- Definition of terms.
CHAPTER TWO
2.0Â Â Â Â LITERATURE REVIEW
- An overview of marketing
- The marketing concept
- The marketing mix
- An overview of service
- An overview of the service industry
- The role of marketing in the service industry
- The role of marketing in the dry cleaning industry in Enugu.
