ANALYSIS OF THE EFFECTIVENESS OF CUSTOMER SERVICES AS A MARKETING TOOL IN THE ALUMINUM INDUSTRY IN NIGERIA
Effective customer services in the Nigerian business industry have remained import, considering the number of players in the market. Complaints from customers have characterized the aluminum industry in Nigeria for quit some time. Most customers have tagged the players in the market as unreliable. Customers are generally dissatisfied. Therefore, the study, a survey research sought to investigate what customers value in the industry which when not provided makes most customer services could be used as a marketing tool in sopurcing and retaining customer in the industry. The survey research method was used to generate relevant information from respondent so as to adequately provide answers to the research questions. Questionnaires were administered to 185 professionals in the construction industry and resellers who are end-users of the product in Onitsha metropolis. Thereafter analysis of the data was carried out using table and simple percentages. From the analysis, the study found out that: Customer value the ways materials are packaged and store at site plus speed of delivering the materials to site. The also valued quality and speed of installation work at site. Customers equally valued the way, and manner their complaints are handled plus speed of response to their complaints and post complaint enquiry by the players in the market. Customer’s repeat purchase is a function of quality of finish installation work, quality of physical product and level of satisfaction in respect of complaint treatment. Therefore effective customer service in the industry must include the above value points so as to enable any player in the market sources customers and retain them in perpetuity.