the place of marketing in the service industries. (a case study of selected laundry and dry cleaning firms in enugu metropolis)

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 laundry and dry cleaning 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 laundry and dry cleaning firm in Enugu.  The study evaluated how the firm marketed its services to its customers and of customers are satisfied with services been rendered by the firm.

The study also tored 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 relative literature were reviewed to as certain what various authors have to say on the topic.

There primary data were collected through questionnaire administered on the customers complemented by providers view point drawn from Enugu metropolis as the case study.

The population of study comprised of the staff and customers of authentic laundry and dry cleaning 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 revealed that authentic laundry were in line with the marketing concept practice, customers complaints are given prompt attention and good quality services are rendered to them also.  There firm do not have parking space for customers.

It is recommended that authentic laundry and dry cleaning firm should continue with it good quality service.

To inculcate more of the marketing concept practice.

There firm should make available and enough parking space for their customers.  Customers satisfaction should be continue to be their watchword.

The firm should continuously monitoring the effectiveness and efficient of their firm services through marketing research.

TABLE OF CONTENTS

Title page

Approval page

Dedication

Acknowledgement

Abstract

List of table

CHAPTER ONE

1.1Background of the study

1.2Statement of the problem

1.3Objectives of study

1.4Hypothesis formulation

1.5Scope of the study

1.6Take T. CIII

1.7Significance of the study

1.8Definition of terms.

CHAPTER TWO

2.0LITERATURE REVIEW

2.1An overview of marketing

2.2The marketing concept

2.3The marketing mix

2.4An overview of service

2.5An overview of the service industry

2.6The role of marketing in the service industry

2.7The role of marketing in the dry cleaning industry in Enugu.

CHAPTER THREE

3.0RESEARCH METHODOLOGY

3.1Sources of data

3.2Population of the study

3.3Sample size determination

3.4Sampling size determination

3.5Treatment of data

3.6Questionnaire distribution and collection

3.7Research instrument used.

CHAPTER FOUR

4.0PRESENTATION ANALYSIS AND INTERPRETATION

4.1Data

4.2Presentation and analysis of data

4.3Interpretation of data

CHAPTER FIVE

5.0SUMMARY, RECOMMENDATIONS AND CONCLUSION

5.1Summary

5.2Recommendations

5.3Conclusions

Bibliography

Appendix