This research works is on the place of
marketing in the service industries (a case
study of roban Hotel Enugu) in which
the objective of the study includes. To determine the
impact of service marketing in promoting hotel business in Nigeria.
To evaluate the place of marketing in
the service industries - Enugu
metropolis and many other’s. In the course of seeking
for information secondary and primary data were used. The methods
employed under primary data collection include personal interviews and
questionnaires. The respondent to these questionnaires
includes staff of the case organization
(Roban Hotel enugu) especially these
who are involve with the marketing functions of the
firm. The secondary to material written research
work either directly or indirectly and they
are used to supplement the primary data
they are as Following: Past project, Text
booksJournals Newspapers Lecturers notes
e.t.c. These already written research works were consulted from. State
libraries. In both enugu and neighboring towns.
The population of the study comprised of the personal of the case organization,
both management and staff. The tools employed in
analyzing the data collected include bar chart
tables and sample percentage. It was found out that the
hotel has a marketing department that handle marketing functions
respectively. It was also with hotel service rendered.
On the findings he researcher therefore made the following recommendation.
First, that hotel marketing department should be able to create proper
interaction system where customers are properly reach for the service needs.
TABLE OF CONTENTS
Background of the study
1.1 Statement of the
1.2 Objectives of
1.3 Hypothesis Formulation
1.4 Scope of the study
1.5 Significance of the study
1.6 Definition of terms.
2.1 An overview of Marketing
2.2 The marketing concept
2.3 The overview of service
2.4 An overview of Service
2.5 The role of marketing in the service industry
2.6 The role of marketing in Roban hotel in Enugu
2.7 Marketing strategies for services
2.8 Evaluation of service marketing
2.9 Use of Marketing Programme
as Management Tools
3.1 Sources of Data
3.1 Population of the study
3.2 Sample size Determination
3.3 Sampling size Determination
3.4 Method of data Analysis
3.5 Questionnaire distribution and collection
3.6 Research instrument
4.0 Presentation Analysis and Interpretation
4.1 Interpretation of Data
4.2 Testing of Hypothesis
5.0 Summary of Finding
BACKGROUND OF THE STUDY
The people understanding of marketing have in most times been
restricted to marketing of tangible products. Taking marketing to only
applying to distributive trade and those activities that are involved in the
marketing and distribution of manufactured goods.
However, broader strategic and conceptual philosophy recognizes
and sees marketing to also applying to services firms like laundry hospitals,
banking, insurance, legal services, as well as hotel
Due to greater changes needs of man. The urge for
acquisition of tangible products has not been dominating in the satisfaction of
human wants or needs. There has a greater demand for services which helps
to sustain the life of man, the need for legal services, entertainment,
This has also given rise to the establishment of many firms to
take care pf these needs.
For the greater satisfaction of human needs and maximum profit for
service industries, there is need for these companies to understand that their
survival is based o effective and efficient satisfaction of their
consumers. The needs and wants, attitudes and life style must be well
understood so as to bring about a better operation in their work.
should also understand their “Services account for close to on behalf of the
consumer expenditure” and that also even firms themselves spend most of their
working capital on services like maintenance, credit service
These Therefore mean that
service firms would recognize the
essence of marketing to be able to
satisfy the customer need
There is need at this stage to explain what marketing in services
Marketing has been defined as “The set of activities that
facilitate exchange transactions involving economic goods and services” service
industries must therefore recognize the idea.
But due to the nature of services the only thing that should be
understood is that although marketing is everything the application to services
industry will take a different farm only that the aim still remains the same,
the customer satisfaction profit motive and proper co – ordination of the
marketing related activities.
Service industry are firms that engage in creating
satisfaction through , offer of non – tangible things.
Most of these firms have practiced marketing without knowing what
they are doing, The emphasis should be that these firms should understand
that there is a great need for them to identify and bring in marketing to their
activities in a more sophistical and outward manner.
According to Philip Kotler in his books marketing management,
analysis, he defined marketing “as a social process by which individuals and
groups organization obtain what they need through creating and exchanging
products and services with others
From all the above definitions, we can understand
the core marketing and his functions
The satisfaction of customer is regarded
as supreme management of services firm should
therefore not just know that customer’s are
very important in the operation but should
see marketing as one of the most
important management function needed for survival
The study should therefore concentrate on the place of marketing
in the service industries but with emphasis on hotel business the laundry and
dry cleaning firms in Enugu.
1.1 STATEMENT OF PROBLEM
hotel is in the service industry,
the quality of service rendered by
our hotel have attracting criticism from
people in all works of life the
government functionaries businessmen, the media and the
general public are all very critical of
do not their customer’s in the prime place
as they are supposed to be. There is now keen
competition, and to compete means to apply the marketing
Hotel needs to satisfy
customer’s in order to market environment.
The study tend to look in to
the place of marketing in the service industries
in doing thus, it hoped that the
extend of marketing methodology application
in our hotels will be re – assessed
1.2 OBJECTIVES OF THE STUDY
There have been criticisms about the
hotel industry in the way they render service to
their customer’s they do not see to their
customer as king.
The researcher wants to carryout a
if they adopt the marketing concept in the
condition of services
The objectives of this research work
include, The objectives of this research work include;
1) To assess the place of marketing in our service
industries, the need to evaluate marketing functions and its proper application
to hotel business for better and greater growth
2) To correct the impression that marketing as a
management function is not needed in hotel business
3) There is also the need to find the problems
which hotels faces in marketing of their services.
4) To bring to the knowledge of management the
difference in the marketing of product to that of services.
Since the research work involve systematic and comprehensive study
in the area of marketing of services, it is hoped that it will help to
formulate marketing strategies and make recommendations
that would be more effective in the
marketing of hotel services.
The customers are not satisfied with the services hotel
The customers are satisfied with level of services rendered by
Roban hotel Enugu.
The standard and quality of service rendered by Roban hotel are not
satisfactory to their customers.
standard and quality of service rendered by Roban hotel is satisfactory to
staff and the customers of laundry and dry cleaning firms in Enugu do maintain
cordial relationship with their customers.
The staff and the customers of Roban Hotel maintain cordial
relationship with their customers.
1.5 SIGNIFICANCE OF THE STUDY:
The essence of this research work should not be seen as merely for
the sole purpose of the requirement for the award of certificate in marketing.
The study is beneficial and important in the context of the
problem under study. The benefits of this research can simply be stated
This research will be beneficial to the management of the service
firms by providing information towards a better application of marketing
function in their firms.
It will help in the identification of customers and subsequently
bringing in a greater profit margin for hotel business
It will better understanding of marketing in hotel business and
better allocation of scare resources to the different functions of marketing
The research work will help
managements of hotel business to know the
reaction of customers as to the quality of
service rendered by hotels.
1.6 DEFINITION of terms:
The following terms used in this study should be taken
mean the following
Marketing – concept AGBO (2000%41) the marketing
concepts hold that the key to achieving
organizational goals consists of determining the need
and wants of target markets and delivering
the desired satisfactions more effectively and
efficiently than competitor’s
Service – Kotler (2002:444) can be defined as any act of
performance that one party can offer to another that is essentially intangible
and does not resist to the ownership of anything.
Hotel – this is a special buildings where
meds and rooms are provided for
travelers as well as interested individuals
who needs the services
Product :- refer’s to the benefit
that will be provided to the
customer through the services
TERMS AND CONDITIONS APPLY
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