ABSTRACT

This study focused on effect of selected marketing functions on corporate marketing performance of private sector firms as it pertains to power and telecommunication in Abia State, Nigeria. The overall objective of the study was to determine the effect of marketing on corporate performance of the privatized and private sector firms as it pertains to Power and Telecommunication, specifically the objectives were to assess the level of significance of selling function in the power industry compared to the telecommunication industry as private sector organization in Nigeria; to determine the place of service grading in the power industry compared to the telecommunication industry in Nigeria; to assess the relevance of prepayment for services by consumers in the power industry relative to the telecommunicate industry in Nigeria and to assess the difference in concern for bearing the uncertainties inherent in the marketing process in the power industry compared to the telecommunication industry in Nigeria. Data collected were analyzed using inferential statistics such as t-test, z test, correlation coefficient model and analysis of variance model (ANOVA). Both primary and secondary data were used in the study. To determine the sample size, Taro Yamane's formula was utilized. A total of 248 respondents for EEDC and MTN were derived as a sample size. The rating scale was Likert Scale with 5 points. The result of the findings show that customers in the Power sector are dissatisfied with the quality of services rendered to them compared to that of Telecommunication sector, there is significant differences in the performance of selling function in favour of firms in the communication industry compared to those in the power sector especially in customer relationship based on the use of promotion activities, display of offer given the prompt customer service response, convincing the target market on the value of market offer, causing customers to pay for services as basis for closing sales is attributed to the relative high level of intra-industrial competition compared to the Power sector, the implementation of grading policy is relatively poor as significant difference does not exist between the Power sector firms and firms in the Telecommunication industry, grading is high in both sectors but policy implementation efficiency is low and so on. Based on findings the research recommends that Power industry and Telecommunication industry should take cognizance of the impact of each of their marketing functions as they influence the level of customer satisfaction with services rendered and overall corporate performance. Suggestions for area for further studies were given.