Marketing Project Topics

The Effects of the New Era of Designing Energy-Mix Marketing Disruptions on Customers’ Satisfaction in Nigeria

The Effects of the New Era of Designing Energy-Mix Marketing Disruptions on Customers' Satisfaction in Nigeria

The Effects of the New Era of Designing Energy-Mix Marketing Disruptions on Customers’ Satisfaction in Nigeria

Chapter One

Objective of the study

The objectives of the study are;

  1. To ascertain the relationship between energy-mix marketing disruptions and customer satisfaction
  2. To ascertain whether energy industry pivot in response to disruption
  3. To ascertain the causes of energy disruption in Nigeria



Electricity Production and Distribution in Nigeria

The Nigerian economy is an energy driven one since the pre-colonial era unlike many other developing economies along the West African Coast. . This is because electricity has remained the driving force behind all the developmental activities which revolves around industrial, commercial and household purposes. Electricity generation in Nigeria began in 1896, fifteen years after its introduction in England. The Nigeria Electricity Supply Company (NESCO) commenced operations as an electric utility company in Nigeria in 1929 with the construction of hydroelectric power station at Kura near Jos. The Electricity Corporation of Nigeria (ECN) was established in 1951, while the first 132KV line was constructed in 1962, linking Ijora Power Station to Ibadan Power Station. But shortly after independent, in 1962 the scope of electricity production had expanded to include Kainji electricity dam. By 1988, the National Electric Power Authority (NEPA) was partially commercialized, supported by an upward review in tariffs. As part of the restructuring effort of the power sector, the Electric Power Sector Reform Act 2005 was enacted. Consequently, the defunct National Electric Power Authority (NEPA) was renamed as the Power Holding Company of Nigeria (PHCN). The law paved the way for the unbundling of NEPA into the 18 companies – 6 power generation companies, 1 transmission company and 11 distribution companies. Nigeria has approximately 6,861 megawatts (MW) of installed electric generating capacity but at present electricity generation ranges from between 2,500 megawatts to about 3,000 even with the inclusion of three gas-powered independent power projects in the Niger Delta region. Thus, making power outages to be frequent as the power sector operates well below its estimated capacity. At policy making level, successive governments in Nigerian have made tireless effort to encourage foreign private investment in the power sector by commissioning Independent Power Production (IPP) to generate electricity and sell it to PHCN.

Consumers Satisfaction: Conceptual and Theoretical Framework

The philosophy of any management theory is to develop a scheme, which will lead to improvement in the product quality and in the process improve the profit rating of the firm through customer repurchase and brand loyalty. This explains why Naumann et al (2001) described the Consumers Satisfaction as one of the principal strategy that firms employ to carve a niche for herself in the business space. The question that readily comes to mind is what consumers’ satisfaction is and how it can be employed as a measure of business performance? There may be no universally accepted definition of Consumers’ satisfaction. This is because the concept is a function of space and time as well as the perspectives of the researcher’s discipline. One definition that aptly summarizes the concept was given by Yi (1990) and reported by Te-King Chien, et al (2002) as evaluation symbolizing a consuming experience resulting after a product or service has been used. More specifically is the reaction between expectation and actual perception before, during and after using the product or service. No one particular factor can affect this perception but the entire experience. This explains why Wong (2000) believed that Consumers’ total satisfaction is an emotional perception, which is premised on the evaluation of customer’s reaction from using the product or service. In this connection CS then become a total satisfaction that leaves a good perception. More important is the view of Martesen et al (2000) that expectation is the key to CS. In summary, CS could be explained to mean a satisfying feeling towards expectation after the customer has accepted the entire quality or service. This definition as comprehensive as it may look like, it is not only limiting but also failed to take into consideration other aspects of the product or service that can serve as the drivers of consumers’ satisfaction. In literature there are many measures of economic performance, but prominent among these measures are the objective measures and subjective measures. Since the enthronement of market economy, economists have become increasingly interested in the evaluation of economic performance after the transition. The evaluation has been premised on two major requirements: i. The goals of the economic system and ii. The measurements of variables representing these goals, To determine the extent to which these goals have been achieved, the first step is to know and get familiar economic indicators such as Gross National Product (GNP) and related concepts on the output side, or labor force participation and investment rates on the input side. Consumers’ living costs are estimated with the aid of the Consumer Price Index. These economic indicators monitor economic processes at regular intervals. No doubt, these indicators provide valuable information about how well the economy performs.





Research design

The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought the effects of the new era of designing energy-mix marketing disruptions on customers’ satisfaction in Nigeria

Sources of data collection

Data were collected from two main sources namely:

(i)Primary source and

(ii)Secondary source

Primary source:                          

These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.

Secondary source:

These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.

Population of the study

Population of a study is a group of persons or aggregate items, things the researcher is interested in getting information the effects of the new era of designing energy-mix marketing disruptions on customers’ satisfaction in Nigeria. 200 staffs of PHCN in Uyo was selected randomly by the researcher as the population of the study.




Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey.  This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.




It is important to ascertain that the objective of this study was to ascertain The effects of the new era of designing energy-mix marketing disruptions on customers’ satisfaction in Nigeria. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenge of new era of designing energy-mix marketing disruptions on customers’ satisfaction in Nigeria


This study was on the effects of the new era of designing energy-mix marketing disruptions on customers’ satisfaction in Nigeria. Three objectives were raised which included: To ascertain the relationship between energy-mix marketing disruptions and customer satisfaction, to ascertain whether energy industry pivot in response to disruption and to ascertain the causes of energy disruption in Nigeria. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staffs of PHCN, Uyo. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made HRMs, administrative staffs, marketers and junior staffs were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies


 Customer satisfaction is conceptualized from the comparison between the actual performance or result of a product or service and the personal expectations generated. The optimum use of the term “customer satisfaction” is determined by balancing out the expectations and the post-purchase evaluation of products or services. The main viewpoints of satisfaction are those derived from: buying decision and pre-buying experiences, a performance attribute, as well as a consume–use experience. For the scopes of this study, the term “customer satisfaction” considers the anticipated expectation and it is determined by the post-purchase evaluation of products or services.


There is the need for improvement in power supply system through optimization of available megawatt and energy conservation system in the short run. This will improve the supply capacity of DISCOs

In the medium run the regulatory agencies (e.g. NERC) conduct routine satisfaction survey to establish and enforce standard.


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