Background Of The Study
Good customer satisfaction has an effect on the profitability of nearly every business. For example, when customers perceive good service, each will typically tell nine to ten people. It is estimated that nearly one half of American business is built upon this informal, “word-of-mouth” communication ( Kumar & Barani, 2012). Improvement in customer retention by even a few percentage points can increase profits by 25 percent or more (Kumar, 1995). The University of Michigan found that for every percentage increase in customer satisfaction, there is an average increase of 2.37% of return on investment (Keiningham & Vavra, 2001), quoted ( Kumar & Barani, 2012) Most people prize the businesses that treat them the way they like to be treated; they’ll even pay more for this service. However, a lack of customer satisfaction has an even larger effect on the bottom line. Customers who receive poor service will typically relate their dissatisfaction to between fifteen and twenty others. The average Customer satisfaction has received considerable attention in the marketing literature and practice in recent years. It affects several desirable outcomes like customer loyalty, worth-of-mouth promotion, and purchases. As such, increasing attention is given to customer satisfaction as a corporate goal, in addition to traditional financial measures of success. The concept of customer satisfaction has relevance to both single, discrete encounters and to relations hips. Often, in retail firms, the contact employee is the primary contact point for the customer before, during, and after the purchase Computers have become commonplace in our personal as well as our professional lives (Naisbitt, 1984). We come across computers in the grocery store, the bank, our vehicles, our homes and our schools. Computers have made many of our everyday tasks easier and faster and made our society, as a whole, more productive (Roberts & Ferris, 1997). ..., education will be every citizen’s most prized possession. Our schools will have the highest standards in the world, igniting the spark of possibility in the eyes of every girl and boy. And the doors of education will be open to all. The knowledge and power of the Information Age will be within reach of not just a few, but of every classroom, every library, every child (Clinton, 1997). “We are at the point in the history of education when radical change is possible, and the possibility for that change is directly related to computers” (Papert, 1980). This pronouncement by Papert was one of the many made by educators who recognized the potential of computers to change learning and teaching. In so doing, they drew attention to the computer and ignored other factors that would impact the computer’s potential in education.
Statement Of The Problems.
In fact, the value of computer in education can’t be over emphasized more especially when we look at the kind of packages installed in our systems, like the search engines, news, social networks, advertisements, games etc. More so, considering the learning arena which is full of variety of individuals searching for knowledge. The chances of every body owning his computer set is there and of different brand and make. Therefore, the question is what are the prevailing factor that push one to opt for this type of system specifically the brand , programs or packages of his choices during the course of their studies. This is what the researcher is interested to explore by attempting to appraised the consumer satisfaction indices of students of Ahmadu Bello University in respect to computer technology education.
Purpose Of The Study.
The main purpose of the study is to appraised the consumer satisfaction indices of ABU students exposed to the use of computer technology in education. Which ultimately is to be achieved by the following objectives;
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