The Place Of Marketing In The Service Industries (A Case Study Of Roban Hotel Enugu State)

Project and Seminar Material for Marketing

The Place Of Marketing In The Service Industries (A Case Study Of Roban Hotel Enugu State)


Abstract


This research works is on the place of marketing in the service industries (a case study of roban Hotel Enugu) in which the objective of the study includes. To determine the impact of service marketing in promoting hotel business in Nigeria. To evaluate the place of marketing in the service industries – Enugu metropolis and many other’s. In the course of seeking for information secondary and primary data were used. The methods employed under primary data collection include personal interviews and questionnaires. The respondent to these questionnaires includes staff of the case organization (Roban Hotel enugu) especially these who are involve with the marketing functions of the firm. The secondary to material written research work either directly or indirectly and they are used to supplement the primary data they are as Following: Past project, Text booksJournals Newspapers Lecturers notes e.t.c. These already written research works were consulted from. State libraries. In both enugu and neighboring towns. The population of the study comprised of the personal of the case organization, both management and staff. The tools employed in analyzing the data collected include bar chart tables and sample percentage. It was found out that the hotel has a marketing department that handle marketing functions respectively. It was also with hotel service rendered. On the findings he researcher therefore made the following recommendation. First, that hotel marketing department should be able to create proper interaction system where customers are properly reach for the service needs.


Chapter One


Introduction

1.1 Background of the Study

The people understanding of marketing has in most times been restricted to marketing of tangible products. Taking marketing to only applying to distributive trade and those activities that are involved in the marketing and distribution of manufactured goods. However, broader strategic and conceptual philosophy recognizes and sees marketing to also applying to services firms like laundry and drying, hospitals, banking, insurance, education, legal services, entertainment, transportation etc.

Due to changes and more sphistication in the life of individuals, there has been a greater change in the demand and needs of man. The urge for acquisition of tangible products has not been dominating in the satisfaction of human wants or needs. There has a greater de3mand for services which helps to sustain the life of man, the need for legal services, need for entertainment, need for medical care, transportation service etc.

This has also given rise to the establishment of many firms to take care pf these needs.

Also there has been a great been for companies to introduce not just marketing functions in their activities but also there is need for a strategic marketing operations to their activities so as to be able to satisfy the needs of the consumers and that of the company profit.

For the greater satisfaction of human needs and maximum profit for service industries, there is need for these companies to understand that their survival is based o effective and efficient satisfaction of their consumers. Their needs and wants, attitudes and life style must be well understood so as to bring about a better operation in their work.

Service companies should also understand their “Services account for close to on behalf of the consumer expenditure” and that also even firms themselves spend most of their working capital on services for sustenance repair and maintenance of legal, insurance, banking, credit service etc. this therefore means that service companies would recognize the essence of marketing to be able to satisfy there services need of both firms and individuals.
There is need at this stage to explain what marketing in services industries.

Marketing has been defined as meaning “The set of activities that facilitate exchange transactions involving economic goods and services”.

The services must therefore conform with their requisition. It must also be worth the value they paid for it. In the course of the transaction, the customer gets the best deal that is supposed. The opportunity of their firms to make profit will depend on the customers services and patronage the get. In as much as there is emphasis on profit for companies survival, this cannot be done outside the customer backing patronage. The essence of marketing here therefore come in marketing emphasis should therefore not be neglected. Service industries must therefore recognize the idea.

But due to the nature of services the only thing that should be understood is that although marketing is everything where the application to services industry will take a different farm only that the aim still remains the same, the customer satisfaction profit motive and proper co – ordination of the marketing related activities.

Service industry is simply firms who do not engage in production, exchange or marketing of tangible items rather they engage in creating satisfaction through offer of non – tangible things.

Transference is done without necessarily involving any tangible items. What is mostly emphasized here is the satisfaction gotten in exchange of value from the customer. It might involve a direct treatment on the customer education, medical services or it might involve many product usage laundry dry clearing, banking etc.

Marketing emphasis is greatly needed here to be able to satisfy the needs of the customers due to this sophistication in human life and subsequent establishment of service firm, there has also been greater increase in competition in the market place. Service firm need a proper interpretation of marketing functions in other to be able to survive in the industry.

A proper check of competition will automatically not neglect the emphasis and recognition of marketing functions and activities to check this competition. Firms cannot afford to see them selves operate at below expectation due to the non – applicability of marketing in their firms activities.

Most of these firms have practiced marketing without knowing what they are doing promotion, pricing etc, or even without calling it that. The emphasis should be that these firms should understand that there is a great need for them to identify and bring in marketing to their activities in a more sophistical and outward ways.

Since service industry whether engaging in consumer services, industrial services or professional services depends on customers for survival and there is effective and better understanding of customer needs through marketing “Marketing is the management process responsible for identifying, anticipating and satisfying customers requirements profitable.

Also according to Philip Kotler in his books marketing management, analysis, planning and control, he defined marketing “as a social process by which individual and groups obtain what they need and want though creating and exchanging products and services and value with others” from all the above definitions, we can see that the core marketing and his functions rests on customers satisfaction.

The satisfaction of the customer / customers is regard as supreme. It can also be seen that there is a great emphasis on:

  • Product or services
  • Exchange process
  • Set of activities
  • Profit motives.

The essence of satisfying consumers or customers will rest on providing them with either their service or products needs. Management of these firms should therefore not just know what customers are very important in their operation but also should see marketing as one of the most important management function needed for their survival and profitability.

The study should therefore concentrate on the place of marketing in the service industries but with a particular emphasis on the laundry and dry cleaning firms in Enugu.


1.2 Statement of Problem

Greater sophistication in human life has brought about divergence in his needs and wants. Also this has brought increase in the services needs of man within the environment. Increase in his service needs has also brought about more establishment of service firms within the society.

These firms needs to satisfy the needs of the needs of the consumers in order to sustain increase competition within the industry for the effective satisfaction of human needs and sub-sequent survival of these firms, there is need for proper integration of marketing functions in all their activities.

This study is therefore intended to look into the place of marketing in the service industry. In doing this, it is hoped that the extent of marketing methodology application in our service firms could be assessed.

Need in their marketing activities is hope to be established and also the notion trade should reassessed and corrected.

This research is going to examine and study all the laundry and dry cleaning firms in Enugu. The research will be carried out from the magazine laundry and institute of management and technology (IMT) Enugu application in our service firms could be assessed.

Need in their marketing activities is hope to be established and also motion that marketing activities only applies to distributive trade, should reassessed and corrected.

This research is going to examine and study all the laundry and dry cleaning firms in Enugu.


1.3 Objectives of the Study

The restricted understanding of marketing and its applications has been myopic. The idea that marketing is concerned only with marketing of tangible goods that is erroneous. And the fact that most people have not been able to understand the importance of marketing to services industry, need to be corrected and explained.

The objectives of this research work include;

  1. To assess the place of marketing in our service industries, the need to evaluate marketing functions and its proper application to service industry for a better and greater growth
  2. To correct the impression that marketing as a management function is not needed in the service industry.
  3. To bring to light benefit of application of marketing functions to service industry.
  4. There is also the need to find the problems which service industries meets in marketing of their services.
  5. To bring to the knowledge of management the difference in the marketing of product to that of services.

Since this project is going to involve systematic and comprehensive study in the area of marketing of services, it is hoped that it will help bring to light the fact that marketing is not only a function of manufacturing industries.


1.4 Hypothesis Formulation

The following hypothesis formulated are:

  • Ho1: The customers are not satisfied with the services hotel
  • Ho2: The customers are satisfied with level of services rendered  by  Roban hotel   Enugu.
  • Hi2 The standard and quality of service rendered by Roban hotel are not   satisfactory to their customers.
  • Hi1 The standard and quality of service rendered by Roban hotel is satisfactory to their customers.
  • H31: The staff and the customers of laundry and dry cleaning firms in Enugu do maintain cordial relationship with their customers.
  • H31: The staff and the customers of Roban  Hotel maintain cordial relationship with their customers.

1.4 Scope and Limitation of the Study

The scope of the study is very wide if it has to be carried out in all the hotel business in Nigeria. The study is limited, based on the fact that there is no time and material resources to see to the whole mation. This study is limited to Enugu and it’s memetrpolis and the finding may not reflect the situation in the whole country. These findings may not be valid for the whole hotels in enugu city can be said to apply to other hotel


1.5 Significance of the Study

The essence of this research work should not be seen as merely for the sole purpose of the requirement for the award of certificate in marketing.

The study is beneficial and important in the context of the problem under study. The benefits of this research can simply be stated as follows.

This research will be beneficial to the management of the service firms by providing information towards a better application of marketing function in their firms.

It will help in the identification of customers and subsequently bringing in a greater profit margin for hotel business

It will better understanding of marketing in hotel business and better allocation of scare resources to the different functions of marketing activities.

The research work will help managements of hotel business to know the reaction of customers as to the quality of service rendered by hotels.


1.6 Definition of Terms:

The following terms used in this study should be taken mean the following

Marketing:

Concept AGBO (2000%41) the marketing concepts hold that the key to achieving organizational goals consists of determining the need and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitor’s

Service:

Kotler (2002:444) can be defined as any act of performance that one party can offer to another that is essentially intangible and does not resist to the ownership of anything.

Hotel:

This is a special buildings where meds and rooms are provided for travelers as well as interested individuals who needs the services

Product:

Refer’s to the benefit that will be provided to the customer through the services


Chapter Five


Discussion of Result Findings Recommendation and Conclusion:

5.1 Summary of Findings:

Having undertake a through study on the place of marketing in the service industries under a case study of roban hotel enugu state the researcher came out with the following findings

  1. The marketing ethics is not highly practice or obtainable in the hotel business.
  2. The researcher find out that customers are highly discourage on some of the service quality by the hotel .
  3. In terms of customer satisfaction, the researcher finds out that customer’s are satisfied with hotel services provided
  4. Finally, it is noted that government has regulatory influence in the place of marketing in services .

5.2 Recommendation

The following recommendation are in relation findings on the above study .

  1. The hotel staff should trained from time to time so as to maintain standard and quality in the hotel.
  2. It should be understood that service can be effectively and ethically market in the conventional sense through proper use of marketing tested methods.

In this sense service firms should examine changes which have effected the nature of their services during the periods, towards identify opportunities which may be exploited through the use of marketing methodologies that may have been reject or in their performance.

There is need for service from the study there wad less use of advertising and promotional activities to attract more customers attention to the hotel


5.3 Conclusion

Based on the findings of this study, the researcher concluded that there had not been the proper understanding and application of marketing functions in hotel business. Marketing functions are practiced but most scanty and unorthodox way. The ideal that marketing activities are the tools towards greater economy is elusive. This can be seen from the fact that

There has not been a proper interaction system where customers are properly reached for their service needs.
Customers needs are not satisfied.

In general, there is an established, fact that there is a greater future for marketing in our services firms this will result in a state of high competition within the service firms which mean that any firm that does not use the available and necessary marketing functions will not operate effectively in the market.

Conclusively is should be noted that at the present marketing functions are simply being utilized in a hotel’s there has been myopic understanding functions.

We there fore hold that roban hotel is not marketing oriented and this has be the reason behind the low customer patronage of the hotel.


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