A CRITICAL ANALYSIS OF MARKETING ACTIVITIES IN A SERVICE INDUSTRY: (A CASE STUDY OF THE NATIONAL ELECTRIC POWER AUTHORITY)
A CRITICAL ANALYSIS OF MARKETING ACTIVITIES IN A SERVICE INDUSTRY: (A CASE STUDY OF THE NATIONAL ELECTRIC POWER AUTHORITY)
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Date
2001
Authors
MANYA, Nambi Mary (MRS)
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Abstract
The competitive nature of the business environment today, demands that, the
power sector of the country must be up and doing in order to meet the everincreasing
demand by customers. One vital way to succeed is for the National
Electric Power Authority to strategically stabilize power supply and improve
upon its marketing strategies.
Marketing concepts tries to identify the needs of target markets and
develop goods/services to satisfy this wants more effectively and efficiently
than competitors. There is evident decline in the revenue of NEPA resulting
from complaints about poor services as perceived by customers. This study
attempted to find out some of the reasons behind the poor services and
customers’ perceptions. They found that, vandalization, shortage of
operational materials, lack of proper marketing strategy among others are the
factors explaining the poor services and perceptions. A number of
recommendations were made, including the adopting of modern marketing
strategies and development of other sources of power generation.
Description
A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENT FOR THE AWARD OF A MASTER DEGREE OF BUSINESS
ADMINISTRATION (M.B.A.) AT AHMADU BELLO UNIVERSITY ZARIA.
1999/2001
Keywords
CRITICAL ANALYSIS,, MARKETING ACTIVITIES,, SERVICE INDUSTRY,, CASE STUDY,, NATIONAL ELECTRIC POWER AUTHORITY,