By Ugwoke Nwanneka R.
Effective customer services in the Nigerian business industry have remained import, considering the number of players in the market. Complaints from customers have characterized the aluminum industry in Nigeria for quit some time. Most customers have tagged the players in the market as unreliable. Customers are generally dissatisfied. Therefore, the study, a survey research sought to investigate what customers’ value in the industry which when not provided makes most customer services could be used as a marketing tool in sourcing and retaining customer in the industry. The survey research method was used to generate relevant information from respondent so as to adequately provide answers to the research questions. Questionnaires were administered to 185 professionals in the construction industry and resellers who are end-users of the product in Onitsha metropolis. Thereafter analysis of the data was carried out using table and simple percentages.