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PROJECT TOPIC- AN APPRAISAL OF THE IMPLEMENTATION OF CUSTOMER CARE SERVICES IN GOVERNMENT OWNED BROADCASTING STATION

PROJECT TOPIC- AN APPRAISAL OF THE IMPLEMENTATION OF CUSTOMER CARE SERVICES IN GOVERNMENT OWNED BROADCASTING STATION

ABSTRACT

This research work centred on “An Appraisal of the Implementation of customer care services in Government owned Broadcasting station”. The
neglect of the implementation of customer care service is one of the greatest mistakes which an organization could make – be it a production, manufacturing or service – oriented organization on her day-to-day business activities. This is because recent studies have revealed that organizations which have shown minimum concern for implementation of customer care services had only succeeded in antagonizing customers and equally destroying their organization’s competitive position. For organizations. In the broadcast industry such as the Nigerian Television Authority (NTA) and the Federal Radio corporation of Nigeria (FRCN), the only thing that can make them gain competitive edge over their contemporaries is to have maker concern to the concept and implementation of customer care service. In carrying out this study, the researcher used both primary and secondary data maximally. Questionnaire were administered to selected respondents to elicit information on the subject matter. Data collected on the course of the study were presented and analyzed with the use of tables, simple percentage and piecharts. The hypothesis formulated for the study were tested by the use of chisquare (X2) statistical tool. Several findings were made in the study. prominent
among them was that the implementation of customer care service in the programmes and programming of government owned media under study
contributed to their sustainability and expansion. The researcher made some recommendations. Prominent among should be established. This services according to the findings which is currently incorporated within the marketing department of these organizations under study. (i. e NTA and FRCN) should be completely detached and allowed to operate independently. Obviously, this will record more successes in the organization.

CHAPTER ONE
INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Customers are the reason why any business exist be it service or manufacturing business. This is because before any business organization is
set, the initiator of such business must have in mind a defined audience or people for the patronage of such business in order to make profit as profit making is the ulterior motive of any businessman. Therefore, customers are needed in any business venture whether privately or publicly owned for profit purpose and sustainability of such a venture. However, the modern marketing trend, which seeks to satisfy the customers’ want and needs, has changed the face of business in Nigeria and the world in general.
Consequently, technological advancement had improved economic activities in recent times which has invariably increased the competitive
nature of businesses. But technological excellence is not enough as superb technology alone does not guarantee success. There is, therefore, the need for modern marketing experts to know that businesses these days have to be obsessed with understanding their customers very well by way of knowing what they want and striving hard to provide what they want an how they want it in order to satisfy them and consequently make profit. These knowledge alone is not enough. Putting them into practice paves the way for smooth and successful running of the business.
Presently, the competitive marketing environment in Nigeria has necessitated customer care in both product and service oriented business
organizations. One of such service industry in Nigeria is the government owned broadcast industry in Enugu State comprising the Nigeria Television Authority (NTA) and the Federal Radio Corporation of Nigeria (FRCN).

The cable industry and other privately owned media like Minaj. Africa Independent Television (AIT), Cosmo FM to mention but a few are not about to surrender their market shares. Thus they are counting on the shortcomings of these Direct Broadcasting Satellite (DBS) Services of NTA and FRCN by providing Satellite dishes and services with ownership and maintenance responsibility amongst other benefits enjoyed by their customers. They are equally upgrading their customers. They are equally upgrading their systems, quality programmes and investing more in consumer marketing.
This study therefore aimed at appraising the implementation of customer care services by the government owned broadcasting industry like
NTA and FRCN. With expanded outreach through the establishment of more equipped stations, they are incorporating customers in their decision-making programming activities?

PROJECT TOPIC- AN APPRAISAL OF THE IMPLEMENTATION OF CUSTOMER CARE SERVICES IN GOVERNMENT OWNED BROADCASTING STATION

1.2 STATEMENT OF THE PROBLEM

The practice and implementation of customer service and customer relations have both become very important terms in most growing
organizations especially in the service industry. Such service organizations like the hotels, banks eating outlets like Mr. Biggs, Nourisha, etc and
privately owned telecommunication operators like Globacom, MTN, MTEL and Zain do imbibe the culture of customers care.
Adirika et al (1996:341) stipulated that most marketers should be aware of ancillary service, which is incidental to the object of exchange.
These are also called customer service. The greater the undifferentiated nature of the object of exchange and competition, the greater the importance of these ancillary service in promoting customer patronage. So a man that starts a business with a well-furnished office and competent staff is incomplete without customers to secure the flow of cash into his business which is a signature to profitability, success, growth and survival. 
In today’s competitive business environment, the need for profitability, sustainability and growth through customer satisfaction cannot be
overemphasized due to the incessant collapse of business in recent times especially the private owned ones. Studies carried out by Olakunori (2003) and Nwagu (2000) on pubic sector organizations like NEPA and NITEL respectively showed that customer are services is yet to be fully incorporated in most government-owned establishment like Power Holding Company of Nigeria (PHCN) formerly NEPA, NITEL, NTA and FRCN to mention a few. 

This resulted to complaints by dissatisfied customers about the services of these governments – owned establishments.
With their wonderful programmes, and programming as well as the recent expansions to the thirty six states of the federation including Abuja
with state of the art equipment to enable them perform better, NTA and FRCN can be said to have the widest reach in terms of broadcast transmission. This move to broaden their horizon all over the federation has 

no doubt made NTA and FRCN the leaders in broadcast transmission in Nigeria in spite of the emerging privately owned stations. The issues
therefore is that there is a problem whether customer care services are adequately implemented in government owned broadcast stations. The fact remained that despite government’s disbursement of monthly subvention for the sustainability and growth of the industry, both management and staff of broadcast stations should always have at the back of their mind that customer are reason why they exist and should make them first in their scale of preference while preparing various programmes. This summarized the problem for embarking on this study.

1.3 OBJECTIVE OF THE STUDY

1. To determine whether customer care services is given priority position in government owned broadcast companies like NTA and FRCN 2. To find out how the management of NTA and FRCN apply customer care services in their marketing activities. 

3. To find out whether NTA and FRCN consider customer care services a vital part to continuous patronage and revenue generation.
4. To know if NTA and FRCN as government-owned broadcast stations meet the expectations of their customers in service delivery.

PROJECT TOPIC- AN APPRAISAL OF THE IMPLEMENTATION OF CUSTOMER CARE SERVICES IN GOVERNMENT OWNED BROADCASTING STATION

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