INFLUENCE OF CUSTOMER COMPLAINTS HANDLING ON THE MARKETING PERFORMANCES IN THE SERVICE INDUSTRY

(A STUDY OF SELECTED PRIVATE AND PUBLIC ENTERPRISES IN NIGERIA)

By

ORJIOBELE, BASIL

Presented To

Department of Marketing

Companies sometimes think that they are doing well because none of their customers are complaining, only to discover later on that customers were dissatisfied and haven’t returned. It is better to encourage them to complain even about the petty things, than to wait until things become really bad. Often the complaints simply arise because the customer doesn’t feel he has been â€�“treated rightâ€Â�. It may be astonishing to note that the reason why large percentage of customers change suppliers may have less or nothing to do with the quality of the product or service. It was because customers felt the
company did not communicate with them. They felt they are being taken for granted. The first thing a complainant is looking for is a sympathetic ear. Handling complaints is probably the most common forms of customer care and there is a standard procedure for dealing with it. Many customers see they way an organization handles the complaints as the test
of commitment to the things being practiced and preached about customer care.
The major objective of this work is to establish the relevance of customer complaints on companies’ preferences and how Nigeria private and public enterprises have faired or failed on handling customer complaints. In order to achieve the above aims, a comparative analysis of customer complaints handling in private and public service oriented enterprises in Nigeria was conducted. Research questionnaire copies were designed and administered on 25 operators and 50 customers of the service industry. Hypotheses tested were on the significance of: The level of attention accorded customers complaints handing in service oriented companies. The benefits accruable from proper customer complaint handling and good customer relations. The similarity or otherwise of customer complaint handling between the public and private service companies was also investigated. The findings of the research were presented in narrative and tabular forms, using simple percentages (%) and tested by the use of Chi-square (X2) and T-test of proportions methods.The findings of the study revealed that there are: - Significant differences in the operation and perception of customer complaints between the private and public service oriented companies in Nigeria. Both the public and private sectors of the economy are not properly handling customers’ complaints. In the light of the findings, a strong recommendation is made to the sectors concerned to pay more attention to customers’ complaints in order to encourage repeat sales, increase profit and enhance after sales service.

Approval page    -    -    -    -    -    -i
Certification    -    -    -    -    -    -iv
Dedication    -    -    -    -    -    -v
Acknowledgements    -    -    -    -    -    -vi
Abstract    -    -    -    -    -    -vii
Table of contents    -    -    -    -    -    -ix
CHAPTER ONE: INTRODUCTION    -    -    -    -    -    -1
1.1 Background of the study    -    -    -    -    -    -1
1.2 Statement of the problem    -    -    -    -    -    -4-6
1.3 Objective of the study    -    -    -    -    -    -7-8
1.4 Hypotheses     -    -    -    -    -    -8
1.5 Significance of the study    -    -    -    -    -    -9
1.6 Scope of the study    -    -    -    -    -    -9
1.7 Limitation of the study    -    -    -    -    -    - I0
Reference  -    -    -    -    -    - 10

CHAPTER TWO-REVIEW OF RELATED LITERATURE     -    -    -    -    -    -11
2.1 The features of Service Products and Service Industry    -    -    -    -    -    -11-17
2.2 Staffing & Staff Positioning in the Service Industry    -    -    -    -    -    -17-20
2.3 Customer Value and Company’s Performance    -    -    -    -    -    -20-24
2.4 Determinations for Customers care satisfaction    -    -    -    -    -    -24-28
2.5 Matter Involving Service Industry and Customer Complaint in Nigeria     -    -    -    -    -    -28-34
2.6 Customer Complaint Policy of known films in Nigeria    -    -    -    -    -    -34

CHAPTER THREE- RESEARCH METHODOLOGY    -    -    -    -    -    -41
3.1 Design of Survey Instruments    -    -    -    -    -    -41
3.2 Sources of Data    -    -    -    -    -    -42
3.3 Sample Population/Sample size/Sample Area    -    -    -    -    -    -42-43
3.4 Data Analysis Technique    -    -    -    -    -    -43-44
3.5 Limitation of Methodology    -    -    -    -    -    -45

CHAPTER FOUR
DATA ANALYSIS INTERPRETATION AND PRESENTATION    -    -    -    -    -    -46
4.1 Introduction    -    -    -    -    -    -46
4.2 Analysis of Questionnaire    -    -    -    -    -    -46-59
4.3 Test of Hypotheses    -    -    -    -    -    -59-64
4.4 Other Findings    -    -    -    -    -    -64

CHAPTER FIVE-SUMMARY OF FINDINGS    -    -    -    -    -    -65
RECOMMENDATIONS CONCLUSIONS AND FURTHER STUDY
5.1 Summary of Findings    -    -    -    -    -    -65-66
5.2 Recommendation    -    -    -    -    -    -66-67
5.3 Conclusion    -    -    -    -    -    -68-69
5.4 Recommendations for Further Study    -    -    -    -    -    -69
Bibliography    -    -    -    -    -    -71-72
Appendixes    -    -    -    -    -    -73-103