ABSTRACT

The research work centered on "The Evaluation of the Role of Marketing Practices in the performance of telecommunication industry'. A case study of MTN and GLO communication network, Owerri Nigeria. Under the topic five research questions and two hypothesis were formulated which served as basis for data collection, testing and analysis. The project in chapter two, through the aid of textbooks and journals, examined the roles and functions of marketing, telecommunication industry, the role of marketing practices in service industry, Kingship of customers etc. Chapter three consists of the methods used by the researcher for collection and analyses of the info nation. The researcher deemed it fit to use questionnaire as the instrument for data collection. The questionnaire consists of fifteen (15) questions for MTN and GLO staff and private business/phone booth operators alike in Owerri, The researcher use simple random method sampling in selecting her respondents while the sample size is 120. Chisquare and simple percentages were used as instrument for data analysis and interpretation. The findings revealed that the role of marketing practices in the performance of telecommunication industry cannot be over-emphasized. The researcher based on the findings of the study concludes that the success of modern businesses no matter the size and society depend on the extent of efficient and effective practice of marketing. Also, that marketing practices plays a vital role in a firm's survival and as such brings about profits. Based on the results of the observations, the researcher recommends that service industries should emphasize more on marketing activities as this will encourage more patronage from customers. There should be improvement in practice of marketing to ensure profits, better customer relationship and as a source for further studies.