EFFECTIVE AND EFFICIENT MARKETING OF UTILITY SERVICES BY STATE WATER AGENCIES

The primary goal of this study was to find out how state water agencies can generate revenue through effective and efficient marketing of utility services. The pubic strongly believes that state water agencies in Nigeria are not viable enterprises. Customer complaints revolve around arbitrary charges, indiscriminate disconnections, faulty bills and delays in billing, vandalization of agencies/equipment and properties, and a total lack of customer care. The study employed a descriptive - elemental approach using a structured questionnaire. The findings revealed major sources of revenue available to state water agencies such as: proceeds from supply of potable water, income received from hired equipment, connection and reconnection fees, and interest and dividends received on agencies investments. The study also indicated the following customer - related problems; non-settlement of bills, illegal connections, vandalisation of agencies' equipment and properties and customer ignorance of the role of the agencies. The study strongly recommended effective typing of customers for quality service delivery and a total customer orientation for sustainable revenue generation.