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
1.4 Research Questions
1.5 Research Hypotheses
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