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

1.1 Background of the study 1

1.2 Statement of problem 3

1.3 Purpose of the study 4

1.4 Hypothesis formulation 5

1.5 Scope of the study 5

1.6 Significance of the study 6

1.7 Definition of terms 7

CHAPTER TWO

Review of literature 8

2.1 Overview of services 8

2.2 Nature and scope of the service industries. 13

2.3 Characteristics of services 14

2.4 Importance of service to the economy 16

2.4.1 Definition of the elements of customers services. 18

2.4.2 The place of customers services 19

2.5 Quality of customer services 22

2.5.1 Formation of customers services programme and strategy 26

2.5.2 Perception of the customer’s view point 27

2.5.3 Designing of competitive service package 28

2.5.4 Establishment of performance control 28

2.6 Application of the marketing concept in the service industries 29

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

CHAPTER THREE

Research methodology

3.1 Research design 35

3.2 Area of study 36

3.3 Population of the study 36

3.4 Sample and sampling procedure 36

3.5 Instruments for data collection 39

3.6 Validation of the instrument 39

3.7 Reliability of research instrument 40

3.8 Method of administration of the research instrument 40

3.9 Method of data analysis 41

3.10 Limitation of the study 43

CHAPTER FOUR

Presentation, analysis and interpretation of data

4.1 Presentation and analysis of data 44

4.2 Test of hypothesis 47

CHAPTER FIVE

Summary of findings, recommendations and conclusion

5.1 Summary of findings 75

5.2 Recommendations 77

5.3 Conclusion 78

5.4 Suggestions 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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