IMPROVING CUSTOMER SERVICES LEVELS IN SERVICES INDUSTRIES, THROUGH THE APPLICATION OF THE MARKETING CONCEPT (A CASE STUDY OF IBETO PHOTOGRAPHIC COLOUR LABORATORY ENUGU)

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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 saloon services. The deepering 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 concept.

TABLE OF CONTENTS

Title Page II

Approval page III

Dedication IV

Acknowledgement V

Abstract VI

List of table

Table of content VII

CHAPTER ONE

1.1Background of the study 1

1.2Statement of problem 3

1.3Purpose of the study 4

1.4Hypothesis formulation 5

1.5Scope of the study 5

1.6Significance of the study 6

1.7Definition of terms 7

CHAPTER TWO

Review of literature 8

2.1Overview of services 8

2.2Nature and scope of the service industries. 13

2.3Characteristics of services 14

2.4Importance of service to the economy 16

2.4.1Definition of the elements of customers services. 18

2.4.2The place of customers services 19

2.5Quality of customer services 22

2.5.1Formation of customers services programme and strategy 26

2.5.2Perception of the customer’s view point 27

2.5.3Designing of competitive service package 28

2.5.4Establishment of performance control 28

2.6Application of the marketing concept in the service industries 29

2.7Application of the marketing concept in Ibeto colour laboratory Enugu. 33

CHAPTER THREE

Research methodology

3.1Research design 35

3.2Area of study 36

3.3Population of the study 36

3.4Sample and sampling procedure 36

3.5Instruments for data collection 39

3.6Validation of the instrument 39

3.7Reliability of research instrument 40

3.8Method of administration of the research instrument 40

3.9Method of data analysis 41

3.10Limitation of the study 43

CHAPTER FOUR

Presentation, analysis and interpretation of data

4.1Presentation and analysis of data 44

4.2Test of hypothesis 47

CHAPTER FIVE

Summary of findings, recommendations and conclusion

5.1Summary of findings 75

5.2Recommendations 77

5.3Conclusion 78

5.4Suggestions for further study 80

Bibliography 82

Appendix

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IMPROVING CUSTOMER SERVICES LEVELS IN SERVICES INDUSTRIES, THROUGH THE APPLICATION OF THE MARKETING CONCEPT (A CASE STUDY OF IBETO PHOTOGRAPHIC COLOUR LABORATORY ENUGU)

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