The Emergence of Total Quality Management in the Marketing of Services in Nigeria

¹ANETOH, J.C., ²NDUBISI, E.C. AND ³NWANKWO, C.A.

^1,2&3Department of Marketing

Anambra State University, Igbariam Campus, Anambra State, Nigeria

E-mail: anetohjohn@yahoo.com, ndubisiemmachidozie@yahoo.com, caokoro@yahoo.ie

ABSTRACT

This study examined the emergence of Total Quality Management (TQM) in the Marketing of Services in Nigeria. The background of the study centered on the need for the adoption of TQM in the marketing of services in Nigeria. The Statement of the Problem focused on the challenges militating against the practice of TQM in the marketing of services in Nigeria. The major objectives of this study centered on the extent of awareness, adoption as well as the challenges facing the marketing of service in Nigeria. Nigeria has an estimated population of over 140million (2006 Census). Five service sectors in Nigeria were used and the sample size was 240. Both primary and secondary data sources were utilized and descriptive research design was adopted as questionnaire and direct personal observations were used to generate data for analysis. Chi-square (X²) statistical tool was used to test for hypotheses at 5% significant level. The results revealed the following; H0₁ was accepted since the computed X² value of 3.80 < critical value of 15.51, H0₂ and H0₃ were rejected because the computed X² value of 190.80 and 19.86 > the critical value X² value of 26.30 and 15.51 respectively. The findings revealed that no significant TQM awareness has been created and that service providers still face many challenges in the marketing of services in Nigeria. It was concluded that the emergence of TQM will allow for more effective and efficient marketing of services in Nigeria: Recommendations were focused on the need for all stakeholders in the service sector to formulate TQM strategies as a key towards the restoration of customer’s confidence, trust, loyalty satisfaction amongst others.