Assessment of Service Marketing as a tool for Customers’ Satisfaction in Service Industry in Ado-Ekiti Metropolis, Ekiti State, Nigeria
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Date
2013-01-01
Journal Title
Journal ISSN
Volume Title
Publisher
European Journal of Humanities and Social Sciences
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.
Description
Keywords
Service, Satisfaction, product, price, place, promotion, people, process, physical environment