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A CRITICAL ANALYSIS OF MARKETING ACTIVITIES IN A SERVICE INDUSTRY: A CASE STUDY OF THE NATIONAL ELECTRIC POWER AUTHORITYKANO ZONE.
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.
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