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An Appraisal of the Implementation of Customer Care Services in Government Owned Broadcasting Station

Filed in Current Projects, Marketing Project Topics by on September 21, 2020

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An Appraisal of the Implementation of Customer Care Services in Government Owned Broadcasting Station.


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 pie- charts. The hypothesis formulated for the study were tested by the use of chi- square (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.


Title page
Approval page
Table of contents
List of tables

Chapter 1: Introduction

1.1 Background of the study
1.2 Statement of the problem
1.3 Objective of the study
1.4 Research Questions
1.5 Hypothesis
1.6 Significance of the study
1.7 Limitations
1.8 Definition of terms

Chapter 2: Review of Literature

2.1 Historical perspective of customers care services
2.2 Customer care services as a marketing concept
2.3 The customer as focus
2.4 Customer services and profitability
2.5 Customer care services in government owned establishments: The case of the broadcast media
2.6 Communication in customer care services
2.7 Customer knowledge
2.8 Quality customer service
2.9 Designing and managing effective customer care service

Chapter 3: Research design and methodology

3.1 Research Design
3.2 Area of study
3.3 Sources of data
3.1.1 Questionnaire
3.1.2 The interview method
3.1.3 Libraries
3.4 The population for the study
3.5 Research procedure for data gathering
3.6 Determining of the sample size
3.7 Validity and reliability of data
3.8 Method of data analysis
3.9 Test of hypothesis
3.10 Instrument Distribution and return rate

Chapter 4: Data presentation and analysis

4.1 Analysis of data from Customers
4.2 Analysis of Data from staff
4.3 Test of Hypotheses


5.1 summary of findings
5.2 Recommendations
5.3 Conclusion


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.


Atoyebi, A. (2001), “The Origin of Radio Nigeria” in Amandi Tony and Atoyebi Atilade (eds), Radio Nigeria: Yesterday, Today and Tomorrow, Northwood Resources Ltd.

Adirika, E. O., Ebue, B. C., Nnlim, D. A., (1996), Principles and Practice of Marketing II, Nigeria: Jamoe Enterprises.

David, W. H. and Utall, B. (1989); Total Customer Service: The Ultimate Weapon. New York: Harper and Row.

Delozier, W. U. (1976); The Marketing Communication Process. London: McGraw Book Coy.;

Eboh, E. F. (1999); Public Sector Manangement. Enugu: Skinno Prints.

Ehikwe, A. E. (2001), “Managing Customer Satisfaction for Profitability” in Ewurum (ed), Managing Service Quality in the Nigerian Public Sector. Enugu: Smartlink Publishers

Kinnear, T. (1983), Causes in Marketing Management, Boston: Richard D. Erwin Inc.

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