Marketing of Laundry and Dry Cleaning Services in Benin City

Abstract

Adopting the survey research design, this study examined the marketing of Laundry and Dry cleaning services in Benin City, Edo State, Nigeria. The population of interest was all laundry firms and their customers in Benin City. The sample however comprised of 200 customers and the managers of 20 laundry and dry cleaning firms in Benin City. Data obtained was analyzed using descriptive statistics and content analysis. Result obtained showed that customers were fairly satisfied on all dimensions of service quality measured. Respondents perceived Laundry firms to have performed least on the reliability dimension. It was also observed that mangers of Laundry and Dry cleaning firms had a shallow understanding of marketing strategies. This study therefore recommend that managers of firms in this sector, get professional marketing training so as to be better equipped to tackle the various challenges in their business environment, especially as it relates to strategizing to tackle issues associated with reliability.