Improving Customer Services Levels In Services Industries, Through The Application Of The Marketing Concept
(A Case Study Of Ibeto Photographic Colour Laboratory Enugu)
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.
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Title Page
Approval Page
Dedication
Acknowledgement
Abstract
List Of Table
Table Of Content
Chapter One
1.1 Background Of The Study
1.2 Statement Of Problem
1.3 Purpose Of The Study
1.4 Hypothesis Formulation
1.5 Scope Of The Study
1.6 Significance Of The Study
1.7 Definition Of Terms
Chapter Two
2.0 Review Of Literature
2.1 Overview Of Services
2.2 Nature And Scope Of The Service Industries.
2.3 Characteristics Of Services
2.4 Importance Of Service To The Economy
2.4.1 Definition Of The Elements Of Customers Services.
2.4.2 The Place Of Customers Services
2.5 Quality Of Customer Services
2.5.1 Formation Of Customers Services Programme And Strategy
2.5.2 Perception Of The Customer’s View Point
2.5.3 Designing Of Competitive Service Package
2.5.4 Establishment Of Performance Control
2.6 Application Of The Marketing Concept In The Service Industries
2.7 Application Of The Marketing Concept In Ibeto Colour Laboratory Enugu.
Chapter Three
3.0 Research Methodology
3.1 Research Design
3.2 Area Of Study
3.3 Population Of The Study
3.4 Sample And Sampling Procedure
3.5 Instruments For Data Collection
3.6 Validation Of The Instrument
3.7 Reliability Of Research Instrument
3.8 Method Of Administration Of The Research Instrument
3.9 Method Of Data Analysis
3.10 Limitation Of The Study
Chapter Four
4.0 Presentation, Analysis And Interpretation Of Data
4.1 Presentation And Analysis Of Data
4.2 Test Of Hypothesis
Chapter Five
5.0 Summary Of Findings, Recommendations And Conclusion
5.1 Summary Of Findings
5.2 Recommendations
5.3 Conclusion
5.4 Suggestions For Further Study
Bibliography
Appendix
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