THE PLACE OF MARKETING IN THE SERVICE INDUSTRIES

THE PLACE OF MARKETING IN THE SERVICE INDUSTRIES

ABSTRACT

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

Title Page

Abstract

List of Tables

CHAPTER ONE

1.1        Background of the study

1.2        Statement of the problem

1.3        Objectives of study

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

CHAPTER TWO

2.0    Literature Review

2.1        An overview of marketing

2.2        The marketing Concept

2.3        The marketing mix

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.

CHAPTER THREE

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

CHAPTER FOUR

4.0    PRESENTATION ANALYSIS AND INTERPRETATION

4.1        Data Presentation

4.2        Presentation and analysis of data

4.3        Testing of Hypothesis

CHAPTER FIVE

5.0    SUMMARY, RECOMMENDATIONS AND CONCLUSION

5.1        Summary of Findings

5.2        Recommendations

5.3        Conclusions

Bibliography

Appendix

CHAPTER ONE

INTRODUCTION

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.

THE PLACE OF MARKETING IN THE SERVICE INDUSTRIES