- The Complete Research Material is averagely 52 pages long and it is in Ms Word Format, it has 1-5 Chapters.
- Major Attributes are Abstract, All Chapters, Figures, Appendix, References.
- Study Level: BTech, BSc, BEng, BA, HND, ND or NCE.
- Full Access Fee: ₦6,000
Get the complete project »
CHAPTER ONE
1.0 INTRODUCTION
A man that starts a business with a well-furnished office and competent staff is incomplete without customers to secure the flow of cash into his business which is a signature to profitability, success, growth and survival.
Customers are needed in any business ventures whether privately or publicly owned establishment for profit purposes and sustainability of such a venture. However, the modern marketing trend, which seeks to satisfy the customer’s wants and needs has changed the face of businesses in Nigeria and the world in general.
There is no doubt that technological advancement has improved economic activities in recent times which has invariably increased the competitive nature of businesses but technological excellence is not enough as superb technology alone does not guarantee success, there is need for modern marketing experts to know that businesses these days have to be obsessed with understanding their customers-what and why they want it.
13
Presently, the competitive marketing environment in Nigeria has necessitated customer care in both product and service oriented business organizations.
1.1 BACKGROUND TO THE STUDY
The aluminum industry in Nigeria has been characterized by continuous and perpetual complaints by customers from the various segments of the market. In the past, the major players were the companies owned by foreigners whose skin colour alone convince the ordinary Nigerian that the use of aluminum in the building connotes the upper class in the society. The respect for white skin colour also made the various customers at that time believe that they are getting the best in terms of services.
There has been an increased patronage by both the upper and middle class of the society, and with the growing awareness, consumerism sets in and enlightened consumers started demanding for the best of services. The services rendered by virtually all the aluminum companies have been characterized with complaints ranging from delays to lack of
14
response to customer complaints. The requests of a prospective building owner normally reach its height when a building has reached the roof level and the prospective owner wants to see how the building will look like. The anxiousness of these prospective building owners also gets heightened when they want to have a roof over their heads. Thus the first complaint is delay in delivery of materials to site. Most prospective building owners having been used to roofing of houses with zinc bundles already fabricated, expect the building to be covered in a matter of days.
The lack of adequate attention to customers complaints has been on the increase as most aluminum companies handle many sites above what they expected by their size and resource to manage. Most of the big names in the industry have dwindled into oblivion due to huge debts owed them by customers with some probably resulting from lack of effective customer services. Existing ones therefore are forced to introduce systems and controls to counter this effect of unmanaged receivable. These various systems have added to customer’s dissatisfaction and continuous compliant galore. It
15
could be generally summed up that dissatisfied customers are a norm in the aluminum industry.
Some few individuals who breakaway from the major ones have taken advantages of these customers dissatisfaction and complaints to setup the resellers business and some “on-man” companies and create a niche for themselves with few customers who can assure them of steady jobs. These people have closer relationship with their clients.
Bell (1996:4) states two examples of excellent customer services as treating the customers as partner and client; plus treating the customers should as king and consumer. Building a lasting relationship with the customer should be watchword.
Kotler (2001:33) states that it is no longer enough to satisfy customers. You must delight them. This is probably not in the aluminum industry for now.
Carrying out a critical analysis of the industry value chain. This is finally passed on to the dissatisfied customers.
Hence, it is the objective of this study to critically analyze the adoption of and practice of an effectiveness of customers service as a marketing tool in the industry that will ensure
16
continuous and increase patronage from customer, eliminating completely the number of dissatisfied customer thereby reversing the unhappiness of customers as a norm in the industry.
1.2 Statement of the Problem
Customer service and customer relation have both become very important terms in most organization especially in the aluminum industry.
One of the basic needs of man is shelter, the question of every Nigeria to have a roof over his or her head increase as soon as such individual can afford it. Having the means to afford it requires quick and urgent responses from companies offering the services in the erection of houses.
The order bank of most aluminum companies is on the decline due to lack of repeat purchase from various customers due to the absence of the required services.
Aluminum roofing, windows and doors are important element of the building that will require good quality product at affordable price. A customer that has paid his money will
17
require good care from companies offering such services which is a sure way of attracting more patronage and generating more revenue from the industry without which no business will continue.
1.3 Objectives of the Study
The general objective of this study therefore is to establish that a satisfied customer in the aluminum industry is a source of continuous and increased patronage by would be customers in the industry. The specific objectives are as follows:
1. To determine the impact of the various companies operating policies on customer’s satisfaction.
2. To investigation the causes of customer dissatisfaction and how best a customer can be handled to ensure continuous patronage.
3. To know whether customer is given priority position in aluminum industry.
18
4. And also to ascertain the level at which customers of aluminum industry are appreciated and consider in dealing with.
1.4 Research Questions
The following questions will be used to guide the direction of the study:
Ø Is delay in delivering of materials to site and completion of installation the causes of customer’s dissatisfaction?
Ø Is response for customer’s complain the cause of customer’s dissatisfaction?
Ø Is quality of installation the customer dissatisfaction?
Ø Do customer dissatisfaction affects the way the industry is being perceived by the public?
Ø Is repeat purchase based on the level of satisfaction generally?
1.5 STATEMNT OF HYPOTHESIS
A hypothesis is a prediction conjectured stated well in advance of observation (or actual collection of data) about
19
what can be expected to the purpose of demonstration is taken for certain and demonstrated.
1. Ho: Customer’s dissatisfaction is not caused by delay in delivery of materials to site.
Ha: Customer’s dissatisfaction is caused by delay in delivery of materials to site.
2. Ho: Responses to customer’s complaints is not cause of customer’s dissatisfaction.
Ha: Responses to customer’s complaints is the cause of customer’s dissatisfaction.
3. Ho: Quality of installation is not the cause of customer’s dissatisfaction
Ha: Quality of installation is the cause of customer’s dissatisfaction.
4. Ho: Repeat purchase is based on the level of satisfaction.
Ha: Repeat purchase is based on the level of satisfaction
1.6 SCOPE AND LIMITATIONS STUDY
This study shall be restricted to Onitsha metropolis only.
Onitsha has been closen because:
You either get what you want or your money back. T&C Apply
You can find more project topics easily, just search
-
SIMILAR MARKETING FINAL YEAR PROJECT RESEARCH TOPICS
-
1. IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR (A CASE STUDY OF LAGOS STATE UNIVERSITY STUDENTS)
» CHAPTER ONE 1.1 INTRODUCTION New technological inventions can have a great impact in organizations through its contributions to change the social envi...Continue Reading »Item Type & Format: Project Material - Ms Word | 70 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
2. THE IMPACT OF SALES PROMOTION ON THE PURCHASE OF CONSUMERS GOODS: A CASE STUDY OF CONSUMERS IN NSUKKA, ENUGU STATE
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND TO THE STUDY Sales promotion is one of the four aspects of promotional mix or marketing mix, (the other three ...Continue Reading »Item Type & Format: Project Material - Ms Word | 102 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
3. FACTORS INFLUENCING CONSUMER PURCHASE BEHAVIOUR IN TELECOMMUNICATION INDUSTRY
» CHAPTER ONE 1.1 INTRODUCTION Nigeria has emerged as the fastest growing telecommunication market on the African continent. The telecoms industry has e...Continue Reading »Item Type & Format: Project Material - Ms Word | 87 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
4. THE IMPACT OF CULTURAL INFLUENCES ON CONSUMER BUYING BEHAVIOUR IN KADUNA SOUTH LOCAL GOVERNMENT AREA
» CHAPTER ONE 1.0 INTRODUCTION The effectiveness of any marketing activities does not solely depend on the ability to offer competitive range of product...Continue Reading »Item Type & Format: Project Material - Ms Word | 74 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
5. IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON COMMUNITY DEVELOPMENT
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND TO THE STUDY Academics and practitioners have been striving to establish and agreed upon definitions of the co...Continue Reading »Item Type & Format: Project Material - Ms Word | 50 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
6. ASSESSING THE FEDERAL GOVERNMENT’S COMMUNICATION CAMPAIGN ON CASSAVA TRANSFORMATION AT THE NATIONAL ROOT CROPS RESEARCH INSTITUTE, UMUDIKE, ABIA STA...
» CHAPTER ONE INTRODUCTION 1.2 Background of the Study Nigeria is an agrarian country with about 70% of her over 140 million people engaged in agricultu...Continue Reading »Item Type & Format: Project Material - Ms Word | 132 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
7. MARKETING ACCEPTABILITY OF LOCALLY MADE COSMETIC PRODUCTS IN NIGERIA (A CASE STUDY OF SOME SELECTED HAIR DRESSING SALON IN OBIAGU)
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF THE STUDY During the pre and post independence period Nigerian market were flooded with foreign goods inclu...Continue Reading »Item Type & Format: Project Material - Ms Word | 75 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
8. REACHING THE CONSUMER THROUGH EFFECTIVE DISTRIBUTION
» CHAPTER ONE 1.0 INTRODUCTION Distribution can be defined as the act of placing goods and services where they are needed or wanted. One school of thoug...Continue Reading »Item Type & Format: Project Material - Ms Word | 57 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
9. MARKETABILTY OF MADE IN NIGERIA TEXTILE
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF THE STUDY. Nigeria is the largest country in black Africa with a population forecast of 150 million people ...Continue Reading »Item Type & Format: Project Material - Ms Word | 122 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
10. DETERMINANTS OF CONSUMER BRAND PATRONAGES OF SELECTED MALT DRINKS IN SOME TERTIARY INSTITUTIONS IN SOUTH EAST
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF THE STUDY One of the truths of modern business is that there is almost nothing that your competitors can&rs...Continue Reading »Item Type & Format: Project Material - Ms Word | 112 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT