COMPLETE SCHOOL PROJECT TOPICS & MATERIALS :
CHAPTERS: Chapter 1-5
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ABSTRACT
This study comparatively evaluated customer services in government and privately owned broadcasting organizations. It determined whether customer services exist in NTA and AIT, customer services of NTA and AIT meet up with the expectations of their customers, job specification customer services in NTA is similar to AIT, NTA and AIT evaluate the performances of their customer service department, NTA has the plans of exceeding their competitors AIT in customer service delivery, and customer service activity is given more priority position in NTA than in AIT. The survey research design was adopted for this study and the population of the study comprised of the Staff and Customers of NTA and AIT in Enugu State. The sampled size for the staff and customers of the organizations were determined to be 148 and 120 respectively. Data was collected with the aid of questionnaire and presented descriptively using frequency tables, percentages and charts. Chi-Square statistics was used in testing hypotheses 1 and 3, ANOVA was used in testing hypotheses 2, 4 and 6 while the Z-test statistics was used in testing hypotheses 5 and 7. These were done with the aid of the SPSS 17.0 statistical software. The study revealed that NTA and AIT have customer service department; do not meet up with the expectations of customers in their service delivery; give customer services priority position in their organization; have different method of customer service delivery; evaluate the performance of their customer service section; and do not compare their customer service delivery with that of their competitors. It was recommended that broadcasting organizations should be very proactive in their customer service activities; ensure that programmes and activities are initiated and implemented to ensure customer satisfaction; and place greater focus and emphasis customer services; imbibe the spirit of competition.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
The main motive of every business organization, whether manufacturing or service industry, is to make profit. This cannot be achieved without much consideration to the concept of consumer sovereignty, market segregation and segmentation, and customer attraction and retention. Customer relation has to do with the concept of customer services and loyalty. In an attempt to achieve customer loyalty, business organizations’ efforts should be geared towards adequate provision of customer services to their customers.
This study concentrates on the customer services of broadcasting organizations. Broadcasting organizations are the organizations responsible for sending out information and/or messages in all directions especially through the electronic media (like radio and television). The broadcasting media which include radio, television, video and cinema are among of the most popular and most effective media of communication (Nwosu 2010:61). This radio and television media can be government or privately owned broadcasting organizations. In Nigeria today, competition among government and public organizations has brought about inevitable need of customer services and the same thing is applicable to broadcasting industries. There are many broadcasting organizations such as FRCN, ESBS, AIT, Cosmo FM, Caritas Radio, Silver Bird etc but this study concentrates on comparing the customer services of government and private broadcasting organizations using NTA and AIT as studies. These organizations practice customer services so as to ensure quality satisfaction. Thrill (1992:730) defined customer services as that activity which encompasses everything an organization does to satisfy its customers and to help them realize the greatest possible value from the goods and services they are purchasing. Having considered this definition, the researcher is of the view that the importance of customer services in an organization cannot be over-emphasized.
Because of this reason, every broadcasting organization should have customer service department which handles their customers’ complaints. The broadcasting organizations (NTA and AIT) work tirelessly towards maintenance of effective quality of customer services because customer loyalty is increasingly being recognized as the key determinant of long term profitability and success especially for private broadcasting organizations. This study is prompted by the need to assess and evaluate the customer services being rendered to customers of NTA and AIT in Enugu metropolis.
1.2 STATEMENT OF THE PROBLEM
In contrast to the ancient days, the time when organization were in the era of “Let the Buyer Beware” (Caveat Emptor) is over. What is presently reigning in the present competitive market is “Let the Seller Beware”. In the ancient era, there was no much room for customer’s choice because the organizations which rendered services to customers’ needs were very few but now in the modern era, the customers now have choice because there are many broadcasting organizations including private ones. This has resulted to competition between the government and private organizations. Every broadcasting organization can out perform their rivals only if it can establish a difference in their mode of customer service delivery.
Doyle et al (1998:10) stipulated that every business strategy should be geared at effectively meeting up with their customers’ needs more than their competitors. So every broadcasting organization like NTA and AIT needs improvement in their customer services. An organization which fails to improve on its customer services will drastically experience reduction in profit and clientele. This also applies to government organizations that are not established for profit maximization. When the government broadcasting organization is unable to make use of their real time in handling customers’ complaints of dissatisfaction of services rendered to them, these customers will go for alternative supplier of such desirable service in a private organization.
However, upon the fact that customer service is very necessary, some government establishments in their activities showed that effective customer service delivery is yet to be fully incorporated. Despite efforts put in by broadcasting organizations towards customer satisfaction, customer switching is still experienced.
This study is instigated by complaints and movement of customers among broadcasting organizations despite their efforts in handling, keeping and sustaining customers.