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 hair saloon 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 hair saloon firm in
Enugu. The study evaluated how the firm marketed its services to
its customers and of customers are satisfied with services being rendered by
the firm. The study also tried 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 related literature were reviewed to ascertain what various
authors have to say on the topic. There primary data were collected through
questionnaire administered on the customers complemented by providing view
point drawn from Enugu metropolis as the case study. The population of
study comprised of the staff and customers of authentic hair saloon 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 reveal that
Authentic Salon were in line with the marketing concept practice, customers
complaints are given prompt attention and good quality services are rendered to
them also. The firm do not have parking space for customers. It is
recommended that Authentic Hair Saloon firm should continue with its good
quality service and to inculcate more of the marketing concept practice. There
firm should make available and enough parking space for their customers.
Customers satisfaction should continue to be their watch word. The firm should
continuously monitor the effectiveness and efficiency of their firm services
through marketing research.
TABLE OF CONTENTS
1.1 Background of the study
1.2 Statement of the problem
1.3 Objectives of
1.4 Hypothesis Formulation
1.5 Scope of the study
1.6 Significance of the study
1.7 Limitation of the study
1.8 Definition of Terms
2.1 An overview of marketing
2.2 The marketing Concept
2.3 The marketing
2.4 An overview of Service
2.5 An overview of the Service Industry
2.6 The role of Marketing in the Service Industry
2.7 The role of marketing in the dry cleaning
industry in Enugu.
3.0 Research Design and Methodology
3.1 Sources of Data Collection
3.2 Population of the Study
3.3 Sample Size Determination
3.4 Method of Data Analysis
3.5 Research Instrument Used
4.0 PRESENTATION ANALYSIS AND INTERPRETATION
4.1 Data Presentation
4.2 Presentation and analysis of data
4.3 Testing of Hypothesis
5.0 SUMMARY, RECOMMENDATIONS AND CONCLUSION
5.1 Summary of Findings
1.1 BACKGROUND OF THE STUDY
The people understanding of marketing has 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 hair saloon, hospitals, banking, insurance,
education, legal services, entertainment, transportation etc.
Due to changes and more sophistication in the life of individuals,
there has been a greater change in the demand and 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 de3mand for
services which helps to sustain the life of man, the need for legal services,
need for entertainment, need for medical care, transportation service
etc. This has also given rise to the establishment of many firms to
take care of these needs.
Also there has been a great been for companies to introduce not
just marketing functions in their activities but also there is need for a
strategic marketing operations to their activities so as to be able to satisfy
the needs of the consumers and that of the company profit.
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. Their 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 for sustenance repair and maintenance of legal,
insurance, banking, credit service etc. this therefore means that service
companies would recognize the essence of marketing to be able to satisfy there
services need of both firms and individuals.
There is need at this stage to explain what marketing in services
industries. Marketing has been defined as meaning “The set of activities
that facilitate exchange transactions involving economic goods and services”.
The services must therefore conform with their requisition.
It must also be worth the value they paid for it. In the course of the
transaction, the customer gets the best deal that is supposed. The
opportunity of their firms to make profit will depend on the customers services
and patronage the get. In as much as there is emphasis on profit for
companies survival, this cannot be done outside the customer backing
patronage. The essence of marketing here therefore come in marketing emphasis
should therefore not be neglected. 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 where 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 is simply firms who do
not engage in production, exchange or marketing of tangible items rather they
engage in creating satisfaction through offer of non – tangible things.
Transference is done without necessarily involving any tangible
items. What is mostly emphasized here is the satisfaction gotten in
exchange of value from the customer. It might involve a direct treatment
on the customer education, medical services or it might involve many product
usage hair saloon, etc.
Marketing emphasis is greatly needed here to be able to satisfy
the needs of the customers due to this sophistication in human life and
subsequent establishment of service firm, there has also been greater increase
in competition in the market place. Service firm need a proper
interpretation of marketing functions in other to be able to survive in the
A proper check of competition will automatically not neglect the
emphasis and recognition of marketing functions and activities to check this
competition. Firms cannot afford to see them selves operate at below
expectation due to the non – applicability of marketing in their firms
activities. Most of these firms have practiced marketing without knowing
what they are doing promotion, pricing etc, or even without calling it
that. 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 ways.
Since service industry whether engaging in consumer services,
industrial services or professional services depends on customers for survival
and there is effective and better understanding of customer needs through
marketing “Marketing is the management process responsible for identifying,
anticipating and satisfying customers requirements profitable. Also
according to Philip Kotler in his books marketing management, analysis,
planning and control, he defined marketing “as a social process by which
individual and groups obtain what they need and want though creating and
exchanging products and services and value with others” from all the above
definitions, we can see that the core marketing and his functions rests on
The satisfaction of the customer / customers is regard as
supreme. It can also be seen that there is a great emphasis on:
· Product or services
· Exchange process
· Set of activities
· Profit motives.
The essence of satisfying consumers or customers will rest on
providing them with either their service or products needs. Management of
these firms should therefore not just know what customers are very important in
their operation but also should see marketing as one of the most important
management function needed for their survival and profitability. The
study should therefore concentrate on the place of marketing in the service
industries but with a particular emphasis on the hair saloon firms in Enugu.
1.2 STATEMENT OF PROBLEM
Greater sophistication in human life has brought about divergence
in his needs and wants. Also this has brought increase in the services needs
of man within the environment. Increase in his service needs has also
brought about more establishment of service firms within the society.
These firms needs to satisfy the needs of the needs of the
consumers in order to sustain increase competition within the industry for the
effective satisfaction of human needs and sub-sequent survival of these firms,
there is need for proper integration of marketing functions in all their
activities. This study is therefore intended to look into the place of
marketing in the service industry. In doing this, it is hoped that the
extent of marketing methodology application in our service firms could be
assessed. Need in their marketing activities is hope to be established
and also the motion trade should reassessed and corrected.
This research is going to examine and study all the hair saloon
firms in Enugu. The research will be carried out from the magazine
laundry and institute of management and technology (IMT) Enugu application in
our service firms could be assessed. Need in their marketing activities
is hope to be established and also motion that marketing activities only
applies to distributive trade, should reassessed and corrected. This
research is going to examine and study all the hair saloon firms in Enugu.
1.3 OBJECTIVES OF THE
The restricted understanding of marketing is concerned only with
marketing of tangible goods that is erroneous. And the fact that most
people have not been able to understand the importance of marketing to services
industry, need to be corrected and explained.
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 service industry for a better and greater growth
2) To correct the impression that marketing as a
management function is not needed in the service industry.
3) To bring to light benefit of application of
marketing functions to service industry.
4) There is also the need to find the problems
which service industries meets in marketing of their services.
5) To bring to the knowledge of management the
difference in the marketing of product to that of services.
Since this project is going to involve systematic and
comprehensive study in the area of marketing of services, it is hoped that it
will help bring to light the fact that marketing is not only a function of
The following hypothesis formulated are:
The customers are not satisfied with the services of hair saloon firms in
The customers are satisfied with the services of hair saloon firms in
The standard and quality of service rendered by hair saloon firms in Enugu are
not satisfactory to their customers.
The standard and quality of service rendered by hair saloon firms in Enugu are
satisfactory to their customers.
The staff and the customers of hair saloon firms in Enugu do not maintain
cordial relationship with their customers.
The staff and the customers of hair saloon firms in Enugu do maintain cordial
relationship with their customers.
1.5 SCOPE OF THE STUDY:
This research work covered hair saloon firms in Enugu. This
research work covered mainly the hair saloon firms in Enugu metropolis.
It is also covered selected hair saloon firms in Enugu metropolis.
1.6 THE SIGNIFICANCE OF
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 as
follows. 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 and service of customers and
subsequently bringing in a greater profit margin for the firm. It is hoped it
will be beneficial to new comers into the service firms serving as a reference
guide for better setting of marketing functions in the firms. The better
understanding of marketing in service firms will bring about better allocation
of resources to the different functions of marketing activities. This
will help to dictate where resources should be better allocated and monitored.
TERMS AND CONDITIONS APPLY
For more informations on project materials and more