APPLICATION OF MARKETING CONCEPT IN SERVICE INDUSTRY (A CASE STUDY OF SNOW WHITE LAUNDRY AND DRY CLEANING SERVICES)

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APPLICATION OF MARKETING CONCEPT IN SERVICE INDUSTRY (A CASE STUDY OF SNOW WHITE LAUNDRY AND DRY CLEANING SERVICES)

 ABSTRACT
This study focused on application of marketing concept in service industry (a case study of snow- whit lawn dry and dry cleaning services.
To carry out he research work some of the find  out the problem faced by the from in marketing their service.
-it ascertain the possibility of applying the marketing concept in service marketing.
-To recommend efficient and effective ways  of marketing lawn dry and dry cleaning  service.
-Four hypothesis were formulated data were sourced using questionnaire. Extensive literature review on past work text books, on the area of study were carried out. Top man‘s formula was used to determine the sample size of the customer while a census of the staff was carried out.
The data collected were presented on statistical table analysed and interpreted while chi- square. Based on the analysis the following finding is lack of proper integration that there is lack of proper integration of the marketing concept in the firm.
That most customers chose their cleaning firm because of their service efficiency and I prompt delivery rather than n location.
The firm’s in ability to meet customer’s service needs / requirements through adequate provision of enough collection centre and patrol vans is contributory to customers use of direct visit  to firm approach. It therefore deports tack of well panned and good distribution service
Conclusively, this has shown enough that there exist adequate demand for law dry and dry cleaning service which is capable of sustaining cleaning firms and enhancing their growth, his latent demand can only be stimulated into  effective demand by the use of appropriate marketing and management strategies.
TABLE OF CONTENTS
TITLE PAGE
APPROVAL PAGE
DEDICATION
ACKNOWLEDGEMENT
ABSTRACT
TABLE OF  CONTENT
CHAPTER One
1.0 Introduction
1.1 Statement of problems
1.2 Objective of the study
1.3 Formulation  Of hypothesis
1.4 Significance of the study
1.5 Scope of he study
CHAPTER TWO
2.0 LITERATURE REVIEW
2.1 an overview  of marketing
2.2 an overviews of service
2.3 what is marketing concept
2.3 nature of  service
2.4 characterises of  service
2.5 service marketing premise and strategy
2.6 marketing mix for service
2.7 The role of marketing concept in law dry Industry.
CHAPTER THREE
3.0 Research methodology
3.1 population of the study
3.3 sampling techniques
3.4 sample instrument used
3.6 methods of data treatment and analysis
CHAPTER FOUR
4.0 presentation analysis and interpretation of dates33
4.1 presentation and  analysis of data
4.2 text of hypothesis
CHAPTER FIVE
5.0 summary of the finding recommendations and conclusions
5.1 summary of the findings
5.2 recommendations
5.3 conclusions
5.4 bibliographies
5.5 appendixes

CHAPTER ONE

INTRODUCTION

 

1.1     BACKGROUND OF THE STUDY

 

The manufacturers of consumer products in Britain were the earliest to prosper. This was necessitated by their firm believe and adherence to their Business Philosophy which says: ‘‘You must give people what they want; the right product at the right price, in the right place at the right time and with the right promotional tools”.

 

The Institute of Marketing defined marketing as satisfying customer requirements profitably. Kottler defined marketing as “customer orientation backed up by integrated marketing, aimed at achieving organization goal”.

According to him, the purpose of business is to create and keep a customer. The objective of the marketing process is profitable sales of services that satisfy customer financial requirements and need. The organization should learn to stop looking inwards at the company and concentrate on the outward aspect which is the customer’s with the sole aim of satisfying the customers. Organisations should stop thinking only about producing goods and services and selling them to satisfy customers’ needs.

Drucker, one of the world leading writers on business management made the importance of the customer and the marketing very clear when he said that, ‘‘it is the customer who determines what business is”. His statement cannot be over-emphasized, this is because the maxim says that “the customer is always right” has its origin in the writing on economic and social theory.

 

Adam Smith who was known as one of the earliest writers on economics, recognized the importance of the marketing concept as far as 1770’s when he stated that consumption is the sole and only purpose of all productions and the interest of the producer ought to be attended to only so far as it may be necessary for promotion.

 

Therefore, the essence of marketing concept is to eradicate:

  • The business or organizations or firms with production as the overriding and main business activity. Production is only necessary in order to facilitate the achievement of marketing goal.
  • The communication gap that form the mass production of foods and employment of intermediary organization for example, wholesalers and retailers. The marketing concept services in this contact a set link, that is to bring the suppliers (company) and the buyers (customers) together in so doing, the customer’s knowledge about the company and its products is enhanced. And more importantly, the company operates with a better knowledge of its target market and market requirements.

Drucker concluded by saying that, the purpose of a business or company has only two fractions and these include:

  • Innovations;
  • Marketing

He is therefore of the opinion that marketing and innovation produce result while all the others are regarded as cost of the company. Marketing as a concept and a discipline is undesirably a central function of management at all levels, and for the specialist such as market researcher or advertising executive that might be found in marketing department.

.

Nigeria has actually been characterized by a limited number of banks since 1892 when the first Nigerian bank, the African Banking Corporation was established. This exposed the public to only a few banks, where the problem is not selling but producing because anything and everything sells, therefore, leading to the total neglect of customers’ needs, which has 40 incessant condemnation and criticisms from people in all walks of life. The most notable condemnation came from the former President of Nigerian/American Chamber of Commerce, Chief Ogunbanjo, who accused Nigerian banks of financial terrorism.

 

But it has became pertinent that banks should move away from the sales orientation which hitter has characterized the marketing of financial services in Nigeria and change over to the practicing marketing concept, because of the increasing rate of competition in the banking industry. The increasing number of banks in Nigeria in recent times has made the environment inpatient for stagnant banks that are hamstrung with age-long tradition.

 

The day is now being carried by the progressive and dynamics bankers improving his skills at all times and is constantly scanning the environment and developing customers’ needs. Marketing for banks therefore, is the creation and delivery of customer oriented or satisfying services at a profit to the bank.

Some banks consider marketing as essentially advertising and public relations, which are only two tools of marketing out of many. Banks should try as much as possible to revise their parochial idea of marketing and start practicing marketing with all its components, and all techniques it embodies.

It is also necessary to stress that the tools of modern marketing, however elaborate and scientific are in the end no more than levers, inert and even dull artifacts when not in use, but are capable of reducing dynamics result when they have a point where they can be forced and an agreed direction in which the leverage should be exerted.

 

Finally, while marketing may not be the most important aspect of the banking industry, it serves as a major adopted and applied function every banking environment.

 

1.2 STATEMENT OF THE PROBLEM

Since the commercial banks in the country want to practice real marketing, there is every need for them to market their services to their numerous customers

 

The problem of poor-quality services should not be found industry alone, rather, it should be seen as a general problem of this nation. The quality of services rendered by commercial banks in Nigeria, with reference to the Snow white laundry services, has been attracting incessant criticisms from its customers. A notable one as stated earlier was that of Chief Chris Ogunbanjo, former President of Nigeria/America Chamber of Commerce; who described banks as “an instrument of financial terrorism”.

According to him, “there is urgent need for reform in the Nigerian banking industry and such reforms must fall squarely on the Central Bank and the entire banking industry.

 

There is actually need for banks to take an in-depth look so as to make necessary adjustments. In fact, the shortcoming of our banking system is that when customers go to banks to withdraw their money, they spend their whole day waiting to be attended to and when the customers complain or needs inquiry, their complaints are met with rudeness from the staff, who seem to forget that they were employed to serve this customers, not minding how big or small the customer is. Based on the above allegations and experiences of bank customers, managers of banks are not sure of the extent to which banks practice the marketing concept.

 

Therefore, this topic was chosen in other to find out how the marketing concept can help the Snow white laundry services and the entire banking industry in improving their market performances. The research went ahead to develop some research questions which are intended to give an insight to the problem when answered.

 

1.3 OBJECTIVES OF THE STUDY

The main objective of this work is to carry out a critical analysis of the appraisal of the marketing concept in Snow white laundry services, and to take an in-depth look at the operation of the Snow white laundry services, as it relates to customer services. The objectives of this study include the following:

  1. To ascertain the level of good customer relationship that exists at the Snow white laundry services.
  2. To ascertain how customers get informed about the availability of services rendered at the Snow white laundry services.
  3. To determine if Snow white laundry services is customer-oriented and if not, what are the possible solutions towards improving their operations.
  4. To determine if marketing departments exist within Snow white laundry services and other Commercial banks, and if so, what are their activities.
  5. Finally, to make recommendations with regard to what can be done within the banking industry to improve the services extended to their customers.

 

1.4  RESEARCH QUESTIONS

The following are the research questions:

(a).Does Snow white laundry services maintain a good relationship with their customers? (b).How do customers get informed about the availability of services    rendered at the Snow white laundry services?

(c).Is Snow white laundry services Ltd customer-oriented?

(d).Does Marketing Departments exist within Snow white laundry services? (e).Are customers satisfied with the standard of services rendered by the Snow white laundry services Ltd?

(f).Are Customers’ problems solved within the shortest possible time at Snow white laundry services Ltd?

(g).Is the employment of the marketing concept within Snow white laundry services Ltd satisfactory?

 

1.5 HYPOTHESES

In order to properly investigate the problems arising from the appraisal of the marketing concept in Snow white laundry services, the following hypotheses have been made. The null hypotheses (Ho) and the alternative hypotheses (HI) are formed as shown below.

  1. HO: Customers are not satisfied with the standard of services rendered by the Snow white laundry services.

HI:  Customers are satisfied with the standard of services rendered by the Snow white laundry services.

  1. HO: Customers’ problems are not solved within the shortest possible time

HI:  Customers’ problems are solved on time

  1. HO: The extent to which Snow white laundry services employs the marketing concept in its operations is unsatisfactory.

HI:  The extent to which Snow white laundry services employer the marketing concept in it operations is satisfactory.

 

  • SIGNIFICANCE OF THE STUDY

The result obtained from the study will be of benefit to the Management of Commercial Banks and the entire banking industry; the government; non-financial institutions; business entrepreneurs; students of Marketing Department and other related courses and the general public as a whole.

  • SCOPE OF THE STUDY

The study centers on the marketing concept applied by the banking industry, with particular focus on Snow white laundry services Ltd.

  • LIMITATIONS OF THE STUDY

The researcher achieved quite a great success with the use of the questionnaire, since most of the respondents that filled the questionnaire were quite happy with Snow white laundry services and the entire banking industry in Nigeria.

They were eager to air views to toward this direction.

 

However, this study could have been more comprehensive and elaborate, but for the uncooperative attitude of the bank. The bankers found it difficult to give out vital information, which would have been useful to this study and the commercial banks in Nigeria.

 

Another limitation is inadequate funds at the disposal of the researcher and also, the researcher was carrying out this study in her final semester and enough time was not available. Whatever information that is contained in this paper was made more possible by the fact that the researcher later gave all respondents an assurance that all information obtained will be treated in the strictest confidence and that it was a mere academic exercise.

APPLICATION OF MARKETING CONCEPT IN SERVICE INDUSTRY (A CASE STUDY OF SNOW WHITE LAUNDRY AND DRY CLEANING SERVICES)

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