ABSTRACT
This project is a case study of Nigeria Television Authority (NTA) Enugu, to evaluate the efficiency of its television service marketing.
The specific objectives addressed in the study includes:
- To determine whether this television house is giving better services to customers or viewers.
- To find out if viewers and advertisers are actually satisfied with the services given by Nigeria Television Authority (NTA).
- To ascertain the reasons why advertisers prefer to patronize Nigeria Television Authority (NTA).
- To determine the factor limiting the performance of the television house in offering better service to its customers.
- To attain the objectives, the researcher collected both primary and secondary data by the use of questionnaire and oral interview. To present and analyze the data, tables, frequencies and percentages were used. The 2 score was used to test hypothesis since this is test for difference of means.
After analyzing data and testing hypothesis the research came up with the following findings.
- Viewers agreed that NTA offers better programmes because of its network strategy.
- Advertisers prefer using NTA because of its wide reach
- The problem of in sufficient find and lack of equipment and facilities affect the NTA.
- Relatively, the personnel in NTA are not better motivated.
- The political interferences also affect the quality of services offered by NTA.
Based on the above findings the researcher recommends the following for the Nigerian Television Authority (NTA).
- The federal government should provide enough fund for renovating and purchasing new facilities and equipment.
- More variety programmes should be added.
- The salaries and allowances of its personnel should be further enhanced to keep them from quitting the television house.
- New films and documentaries should be purchased in order to attract the customers attention.
TABLE OF CONTENTS
TITLE PAGE
APPROVAL PAGE
DEDICATION
ACKNOWLEDGEMENT
ABSTRACT
TABLE OF CONTENTS
LIST OF TABLE AND FIGURES
CHAPTER ONE
1.0 Introduction
1.1 Background of the Study
1.2 Statement of the Study
1.3 Objectives of the Study
1.4 Research Hypothesis
1.5 Scope of Delimitation of the Study
1.6 Significance of the Study
1.7 Definition of Terms
CHAPTER TWO
2.0 Literature Review
2.1 Meaning and Characteristics of Services and their Marketing Implication
2.2 Background and Establishment of Television Service in Nigeria
2.3 Types of Television Programmes and the Benefits of Television House
2.4 Strategies for Service Marketing
CHAPTER THREE
3.0 Research Methodology
3.1 Area of Study
3.2 Population of the Study
3.3 Sample and Sampling Procedure
3.4 Instrument for Data Collection
3.5 Validity of Research Instrument
3.6 Method of Administration of the Research Instrument
3.7 Method of Data Analysis
CHAPTER FOUR
4.0 Data Presentation and Results
4.1 Presentation and Analysis of Data
4.2 Hypothesis Testing
CHAPTER FIVE
5.0 Discussion of Findings, Recommendation and Conclusion
5.1 Discussion of Findings
5.2 Recommendation
5.3 Conclusion
5.4 Limitation of the Study
REFERENCES
APPENDICES
LIST OF TABLE AND FIGURES
A. Respondents agreement as to whether they tune to NTA channel 8 or not.
B. Viewers indication as to whether they tune to NTA often than not
C. Viewers Indication of the quality of service offered by NTA
D. Agreement of consumers as to whether NTA offer better service.
E. Advertisers preference for television house
F. Advertisers rating of the reach of the television house.
G. Opinion of television personnel as to whether the government has provided adequate funds to run NTA.
H. Agreement of respondents as to whether personnel in NTA are well motivated to reach high quality service.
I. Respondents agreement as to whether political consideration or interference by the government negatively affects the quality of service by NTA.
