The Role of Corporate Communication in Managing Customer Expectations: A Study of Gassol Local Government Area, Taraba State

The Role of Corporate Communication in Managing Customer Expectations: A Study of Gassol Local Government Area, Taraba State

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Chapter One: Introduction

1.1 Background of the Study
Customer expectations are a key determinant of business success, especially in competitive markets. Corporate communication plays a pivotal role in managing these expectations by ensuring that customers receive clear, consistent, and transparent information about products and services. In Gassol Local Government Area, Taraba State, businesses are increasingly relying on effective communication strategies to manage customer expectations and ensure satisfaction. Research indicates that well-managed customer expectations lead to higher levels of customer satisfaction, loyalty, and retention (Aliyu & Ibrahim, 2024). This study examines how corporate communication can help businesses in Gassol manage customer expectations, thereby improving customer relations and business outcomes.

1.2 Statement of the Problem
Many businesses in Gassol Local Government Area face challenges in managing customer expectations due to unclear or inconsistent communication. This often leads to customer dissatisfaction, negative reviews, and loss of business. This study seeks to investigate how corporate communication strategies can be used to effectively manage customer expectations and enhance customer satisfaction in the region.

1.3 Objectives of the Study

1. To explore the role of corporate communication in managing customer expectations.
2. To assess the effectiveness of communication strategies in meeting customer expectations.
3. To identify the challenges faced by businesses in managing customer expectations through communication.

1.4 Research Questions

1. How does corporate communication influence the management of customer expectations?
2. To what extent do communication strategies meet customer expectations?
3. What challenges hinder effective communication in managing customer expectations?

1.5 Research Hypotheses

1. Corporate communication significantly influences the management of customer expectations.
2. Effective communication strategies help meet customer expectations.
3. Challenges in communication hinder the successful management of customer expectations.

1.6 Significance of the Study
This study will provide insights into how businesses in Gassol can use corporate communication to better manage customer expectations, leading to improved customer satisfaction and loyalty.

1.7 Scope and Limitations of the Study
The study focuses on corporate communication and its role in managing customer expectations within businesses in Gassol Local Government Area, Taraba State.

1.8 Operational Definition of Terms

1. Corporate Communication: The strategic communication efforts used by businesses to interact with their customers and manage their expectations.
2. Customer Expectations: The beliefs and assumptions customers have about the products or services they will receive.
3. Customer Satisfaction: The level of contentment customers feel with a product or service.

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