Assessment of Service Marketing as a tool for Customers’ Satisfaction in Service Industry in Ado-Ekiti Metropolis, Ekiti State, Nigeria

Abstract

The objective of the study is to assess service marketing as a tool for customers’ satisfaction in Ekiti State. Twenty service industries were used. Survey and descriptive research methods were used while structure questionnaire was administered on the customers. Convenient sampling technique was used to select the respondents and Statistical Package for Social Science (SPSS) was employed. The coefficient of determination (R-squared) indicated that 85% of the changes in customers’ satisfaction were explained by the considered explanatory indicators’ (i.e. product, price, place, promotion, people, process and physical environment).Emanating from the findings, it was concluded that with the trend of competitive business environment in the state capital (Ado-Ekiti metropolis), management of service providers must key into the 7ps if they were to be relevant in the business. The study recommended that there is need for the service industries to adopt and improve on the provision of the 7ps for attaining optimal customers’ satisfaction and thus, enhance other business performance metrics.