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
1.1 Background of the
1.2 Historical Background of the study
1.3 Statement of the
1.4 Purpose of the
1.6 Significance of the
1.7 Limitations of the Study
1.8 Definition of
Review of related
2.1 Review of Literature
RESEARCH DESIGN AND
3.2 Area of the study
3.3 Population of the Study
3.4 Sample Size Determination for Customers
3.6 Instrument for Data Collection
3.7 Validity of Research Instrument
3.8 Reliability of Research Instrument
3.9 Method of Administration of the Research
of Data Analysis
4.1 Presentation, Analysis, and
4.2 Test of
1.1 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
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
Competition has become more intense than before and people are
becoming too conscious of the quality of services being offered to them.
BACKGROUND OF THE STUDY
company, Ibeto photographic colour laboratory, is a subsidy of Ibeto Group of
companies. Ibeto photographic colour laboratory was incorporated in 1984 in the
Eastern part of Nigeria under the name of Ibeto Industries limited (IIL). With
an array of modern and sophisticated machines it has been able to meet the
demands of its numerous customers in both quality and services, through its
networks of branches all over Nigeria. The company has established an excellent
reputation and has remained a leading photo processing company with
laboratories in Nnewi, Enugu, Onitsha, Aba and Nsukka. Its customers cut across
different individuals and organisation. Some of the organisations that
patronize the company include Rocana Advertising Agency etc. The individuals
include Newton etc. The service rendered by the company include development of
firms into negation processing pictures into different sizes.
1.3 STATEMENT OF PROBLEM
Ibeto photographic colour laboratory has been facing a lot of
problems in the recent past. Some of the problems are listed below.
Intense competition in printing photophobic colour laboratory
industry in Enugu.
Lack of adequate marketing experts in Ibeto photographic colour
Lack of customers, due to poor quality of their photographic
Lack of adequate machines in the firm which helps to fasting the
job to their customers.
Another problem is time consuming by the customer in terms
of service given to them.
However, in all these that have stated here as the problems facing
this company, one should be able to know the steps to take in solving the
problem facing Ibeto photographic colour laboratory Enugu.
1.4 PURPOSE OF THE STUDY
The purpose of this study is to find out how Ibeto photographic
colour laboratory are improving their customer services level.
How Ibeto photographic colour laboratory can stand the competition
from other related firms in the same photographic colour laboratory market.
To know their customers are satisfied with the quality of their
services at the right profitability level.
How possible to employ enough marketers who know the principles of
marketing concept in the Ibeto photographic firm. The way to increase the
level of awareness/enlightment to the general public is to enable them
understand the importance of patronage. To know the reactions of the
customers toward the services rendered to them.
1.5 HYPOTHESIS FORMULATION
Ho: Good customer service, increase to the customer
Hi: Good customer service does not increase to the
Ho: Customer services impacts positively on the company’s
Hi: Customer services does not impacts positively on
the company’s profitability.
Ho: Customers are satisfied with the photographic services
offered by Ibeto.
Hi: Customers are not satisfied with the photographic
services offered by Ibeto.
1.6 SCOPE OF THE STUDY
For the purpose of this study, Ibeto photographic colour
laboratory, Enugu was chosen. Although they are many other photographic
laboratories, the choice of Ibeto Enugu is to make the study more manageable.
This is informed by the fact that the researcher has constraint of time and
fund. In any case, the findings from the study of Ibeto photographic colour
laboratory could easily be generalized among other similar organisations
throughout the country.
1.7 SIGNIFICANCE OF THE STUDY
This study is significant in carryout: firstly, this study will be
of immense benefit to some stakeholders in service industry. Secondary, the
study is significant to both the management of Ibeto photographic colour
laboratory Ltd Enugu, and other related firms because the study will no doubt
expose the problems affecting them, as well as proper solutions for most of the
Thirdly, this study will be significant to the customers/users of
services especially those of Ibeto Enugu and other photo lab. Industries in
Nigeria, because it shall expose them to the intricacies of evaluation of
service rendered to them.
Finally, the study will hopefully aid researchers who are
interested in this particular profit topic.
1.8 DEFINITION OF TERMS
There are varied definitions of services but the definition below
brings out the essential ingredient in services.
Kotler (2002: 444) services can be defined as any act or
performance that one party can offer to another that is essentially
intangible and does not result in the ownership of anything. Kotler (2002).
Services industries: They are these firms that render intangible
services to their customers such as hospitals, loan agencies, military
services, police and fire departments, post office, regulatory agencies, and
schools. Kotler (2002: 444).
Edoga (1998) defined services as any activity benefactor or
satisfactions that is offer for sales, it is essentially intangible and does
not result in the ownership of anything.
TERMS AND CONDITIONS APPLY
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