CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
The increasing need to validate the marketing efforts across brands and also, identifying the most effective way to drive engagement and attribution among products shareholders in Lagos, and Nigeria at large has been on the rise recently (Solomon, 2003). The study further explains that firms generally are moving to the fast paced digital channels to market their products as opposed to the traditional means that used to play a major role in advertising and marketing. While tracking of cost per acquisition or attribution in the old traditional means of marketing such as billboards, television and radio is quite difficult, the recent developments in the Information and Communications Technology (ICT) sector where digital channels have proven to be more effective and attributable has brought the need to measure this impact and assess the possible effects of this impact on marketing efforts today.
 
This study will investigate how ICT is being used by firms, and the various channels such as the Internet, Short Message System (SMS), EMAILS and other means through which users generally interact with using their mobile phones, laptops and other gadgets. According to a study by Philip (2001), the aim of marketing is to know and understand the customer which makes the process of selling products and services seamless.  He went further to explain that the aim of business is to create a customer and to be in that business, there must be marketing and innovation. Other activities are basically costs and the best way to predict the future is to create it. The approach that should be used in marketing in this digital age should be adapted to the cultural changes of this generation.
 
Furthermore, as noted by Vilaseca-Requena(2007), intensive ICT use in marketing makes most firms more innovative, as it is perceived that its usage breaks down barriers to innovation and speeds up processes that in turn become more efficient. Also, the rapid growth of ICT has encouraged firms to integrate and collaborate with robust ad-networks firms to help develop their innovation processes. The internet specifically has been a massive marketplace where a lot of activities take place. It combines creativity and technicality which goes into design, development and advertising. The misconceptions around internet marketing being a process of using websites or displaying banner ads on web pages are still rampant. Effective marketing on the internet requires a strategic process that aligns a firm’s objectives to available channels and the most effective one at that (Ray and Kelly, 2016). In this case, the reach (or target audience) is narrowed down and various channels or platforms are identified to serve this ads to the right audience, at the right place and the right time.
 
However, ICT has had several effects on marketing, with some seen as  positives and others negatives. The advent of mobile phones has been a huge boost to the development of the ICT sector in Nigeria (Twinpine, 2017). This has led to a positive impact on users because information is more easily accessible. Advertisements can easily be done instantaneously as opposed to waiting for a radio jingle or television allocated slots for your adverts. In addition, geographic boundaries that once defined audiences no longer apply. One can conveniently reach people in all geo-political zones without having to bother with the complications that come  with boundaries and environments. On the contrary, many people who are not technically inclined especially in rural areas are not easily reached when using the internet as a way of advertising. According to National Bureau of Statistics in Nigeria (2018), Nigeria has a population of about 200 million people and only about 60 million people are on the internet which constitutes 30% of the entire population (Twinepine, 2017). This leaves room for 70% of the people not captured and unreached because they are either feature phone users or they are not technologically inclined.
 
The Nigerian ecosystem has a variety of marketing firms working with several industries like the telecommunications industry, the manufacturing industry and the financial services industry. Animashaun(2013), identified several marketing activities and its impact on the telecommunications sector using MTN Nigeria as a case study. Users were incentified with sales promotion by giving free airtime and data bundles, sponsorships and exhibitions. Direct marketing was also done when users go to their offices or call centres to make enquiries. He explained how innovation in products and idea gives MTN an advantage over other competitors. In addition, the use of mobile surveys to get feedback from its users while coming up with mobile airtime and data strategies has helped them.
 
The financial service industry offer a wide range of financial services to personal and business customers. Some of these services are bank accounts, advisory, guarantorship, credit/debit card transactions, and money transfers (Lawal, 2014). He went further to show the relationship between marketing strategies and the banks performance has a huge impact on the revenue made at the end of the fiscal year. Banks typically want users to open accounts, fund existing accounts  more often, utility bills and other bills paid through them. In order to achieve this, marketing strategies such as a platform for incentives, profit on savings  and long term investment plans are  at the core of their marketing campaigns.  Recent activities such as Unstructured Supplementary Service Data (USSD) for making mobile payments, airtime recharge and money transfer  has proven efficient and effective using short code marketing done by banks (Flaming and Bull, 2013). An example is 737 shortcode used by GTB.
 
Marketing activities impacts virtually every product or service sold in Nigeria. These activities collectively form the marketing mix that describes how a company produces, prices and promotes a product or service within a market (Greene, 2018). The variation in marketing activities are a lot and encompass almost every kind of media or campaign(Lovering, 2019). Some examples of marketing activities that have proven effective in engaging customers are as follows;

• Sending SMS blast messages to the users
• Placing a phone call to the users informing them of new deals, products, discounts e.t.c
• Sending occasional newsletters
• Using search engine marketing
• Meeting customers at trade shows and exhibitions
• Product placement on TV commercials

 
1.2 STATEMENT OF RESEARCH PROBLEM
According to Thelma (2015), companies still fall short of their target despite the advancement in ICT marketing. Information and Communications Technology channels such as the internet, SMS and mobile applications are considered important for creating a competitive advantage. Despite the rapid deployment of ICT by small and medium enterprises in Nigeria, there is still a huge gap regarding how they are able to sell their products and services (Ebitu and Ufot, 2015).
 
Besides, major SMEs in the Southern part of Nigeria, currently do not have the required managerial expertise to make good marketing decisions when it comes to selling their products and services (Ebitu and Ufot, 2015). The findings highlighted in this study is that there is a significant relationship between the marketing problems experienced by the SMEs and the increase in their profit margin and sales volume. Some of the major challenges the SMEs face were also discussed in the study.  These challenges are that the manager/business owner may not be able to raise short term capital needs of his business from banks or other financial organizations and may rely heavily on personal savings or loans from family and friends, the level of understanding of marketing, its activities and channels for managers and other decision makers is usually low, capital requirements for small scale enterprises are small, which means they have small marketing budget as well, most SMEs are generally poorly equipped as they feel reluctant to accept help from external persons owing to the fear that they would not have full ownership and low demand for their products and services.
The popular radio and television jingles are gradually been phased out and replaced with digital means (Olajide, 2011). The study explains that huge budgets are allocated for these commercials and the effects are always minimal. On the other hand, the use of internet, mobile applications have helped solve this problem. Budget spent has a direct relationship with the outcomes that are desirable. Small and medium enterprises are able to plan and strategize their marketing campaigns. SMS marketing has gained significant ground because of its penetration and reach since the advent of mobile devices in Nigeria (Bomiegba and Ezema, 2017). The study explains that customers are generally not receptive to unsolicited messages especially when these messages do not apply to them. While this is the case, firms find it easier to market through this channel because of its reach (both smartphone and feature phone users)  to the target audience.
In an attempt to fill this research void, the proposed study would examine how the implementation of ICT tools and activities assists SMEs with their marketing efforts. By testing a number of hypotheses from the data that would be collected, this study would discover possible impact that the use ICT channels and activities has on marketing firms in Lagos State.
 
1.3 RESEARCH QUESTIONS

1. what are the various types of ICT activities that are available to marketing firms in Lagos?
2. what is the degree of adoption of the ICT channels by marketing firms in Lagos?

• what impact does ICT activities have on the performance of marketing firms in Lagos?

 
1.4 OBJECTIVES OF THE STUDY
The specific objectives of this study are to:

1. identify the various types of ICT activities available to marketing firms in Lagos
2. examine the degree of adoption of ICT channels by marketing firms in Lagos

• access the impact of ICT activities on the performance of the marketing firms in Nigeria

 
1.5 SIGNIFICANCE OF THE STUDY
This study will be of great importance to the improvement of products sales for small and medium enterprises with their marketing efforts. It would highlight and explain the impact of ICT on marketing and in turn, inform firms on how to integrate advertising strategies with information technology and contribute towards realization of high sales turnover.  Furthermore, this study will provide small scale business stakeholders the need to propagate their businesses practices to meet global needs. This study will also include inclining individuals, agencies and government on the need to create an enabling environment where businesses can thrive and as well, emphasize on the value created when proper ICT practises for marketing are adopted by firms.
 
1.6 SCOPE OF STUDY
The study is based on the impact that ICT activities has on marketing firms with the core focus on small and medium sized enterprises in Nigeria. However, the concentration of study is Lagos State, Nigeria where most of these firms are highly concentrated (Adeoti and Ogundele, 2012). The study will assess the effect in which various ICT activities has had on these marketing firms with specific reference to their performances. For this study, the focus will be on SMEs (small and medium enterprises) where over 90% of Nigerian businesses fall under. In addition, over 50% of employment and industrial outputs are from these SMEs (Oyelaran-Oyeyinka, 2018).
 
The channels adopted for marketing in this study are limited to the use of mobile phones (SMS), the internet (WEB) and mobile applications due to high rate of mobile phone and internet penetration in Nigeria. According to a report by Twinpine (2017), over 70% of the populace use feature phones and 30% use smartphones. The implication of this is that most ICT channels are designed for smartphones (i.e the web) and that leaves 70% of the potential market share untapped. Due to this, there has been several attempts to devise a working solution to potentially bring the larger chunk of the people (the 70%) to the web or alternatively, bring the adverts to them. The safer option is to bring the adverts to them and recent improvements with the use of SMS to deliver campaigns for marketing have helped in this regard. Developments such as SMS to URL, USSD, Video in SMS, flash messages, end of call notification (EOCN) with ads appended and so on have helped improve marketing efforts (Ayo and Ukpere, 2011).
 
1.7 EXPECTED CONTRIBUTION TO KNOWLEDGE
This study will reveal the various ICT activities in which marketing firms in Nigeria are disposed to. Also, the study will reveal the extent of adoption of ICT channels by marketing firms in Lagos State. In addition, the impact of ICT activities on the performance of marketing firms in Lagos State will be known through this study.
 
 
 
 
1.8 DEFINITION OF TERMS
ICT: information and communication technology
ADVERTISING: the activity or profession of producing advertisements for commercial products or services to drive sales
SMS: Short Message Service, is a text messaging service component of most telephone, internet and mobile device systems
URL: Uniform Resource Locator, is a reference to a web resource that specifies its location on a computer network and mechanism for retrieving it
USSD: Unstructured Supplementary Service Data, sometimes referred to as quick codes or feature code is a communications protocol used by GSM cellular telephones to communicate with mobile networks
EOCN: End of Call Notification, is the message you get on completion of a call telling you your account balance
TV: Television
SMEs: Small and Medium Sized Enterprises. Typically, we would be considering about 100 – 250 firms in this report with a reasonable capital base of at least N100, 000.
ICT Activities: these are activities carried out to promote a brands products and services
Marketing Firms: These are firms that helps other businesses to grow by managing  their  product and service development.
ICT Channels: These are the various ways in which ICT enables marketing activities. The use of mobile phones through SMS and the internet are the channels through which these activities happen.

CHAPTER ONE
INTRODUCTION
Background to the Problem
Nollywood is one of the fastest growing sectors of the Nigerian economy and reputed to be the third largest film industry in the world (Ekeanyanwu, 2008; Esan, 2008; Uba, 2007; Okoroji, 2006; Onishi, 2002). The largest is United States’ Hollywood and the second is India’s Bollywood. Nollywood achieved this feat in less than 20 years of its existence by virtue of the volume of production and release of films which was highly influenced by audience approval and patronage, cheap production facilities and resources available to a typical movie producer in the Nigerian environment, shorter time frame required to shoot and produce a movie and the application of  technology  amongst other factors. The industry is also progressively making in-roads into the global market.  Nollywood productions are now regular features on Multichoice subscribed stations, BEN TV, HiTV, Sky Channels etc. According to Esan (2008:8), “Since January 2008, Nollywood has a dedicated channel offering 24-hour movies service on Sky digital platform to audiences in the UK and Ireland. There are also a range of websites which support the circulation of Nollywood movies”.
 
However, In developing firm technological capability, learning is a process where firms create as well  as  accumulate  knowledge, information,  experiences and  competencies  (Karaoz &  Albeni, 2005).   Technological learning process is a cumulative process where it  uses the existing knowledge base attained from documents, organizational routines to improve and make better  in performing technology related tasks (Kim, 2001; Karaoz & Albeni, 2005). Learning in firm is a major source of incremental and technical change and is known as learning organization.  Through learning, firms accumulate knowledge and later on convert, the knowledge into higher value added technical capability (Lundvall et.al, 2002). The ability to learn enables organization to attain certain technical level and knowledge base, which will be  different even  among  firms  of same  industries.  The distinction  on learning  capability between developed and developing countries is obvious as explained by the two mainstreams of technological learning studies; the learning capacities in latecomer and the technological frontier. Firms  that use  technology are identified  as latecomers and those that  develop the technology are labeled as technology frontiers. The latecomers are mainly from developing countries  as  compared  to  those  who  instead  of  using  technology  they  developed  the technology  or  the  technological  frontiers,  which  belong  to  advanced  nation  (Figueiredo, 2002).
Compared  to  the  technological  frontiers,  the  process  of  capability  building  in latecomers are much more difficult (Rousseva, 2008).  However,  it  is  not  possible  for  the  latecomer to  catch  up with  the technology  frontiers. Kim(1997) highlighted the importance of technological learning at firm level in Korea since technological learning was one of the important factors for firms in developing countries to catch  up  with the  advanced  countries  and  finally  to  enable them  to  attain  technological frontier status. Many researchers also agree with the outcome of latecomers learning effort, which enabling them to possess the basic operating and manufacturing capability (Bell, 1984; Lall.  1992;  Kim,  1997,  Figueiredo,  2001).  This  outcome  differs  from  the  technological frontier group as their learning processes are more in developing innovation capability.   The result from latecomers learning effort is aligned with the path of TC acquisition by firms in developing countries  which start with attainment of production  capabilities and at later stage building  capabilities in investment and  innovation (Hobday, 1993;  Radosevic, 1999) nevertheless, this  situation does  not promote the latecomers  except Singapore, Korea, and Taiwan (Kim, 2001).
The outcomes from the learning process resulting in the attainment of production base or operational capability as compared to higher value added capability such as  innovation  (Jegathesan  et.al,  1997;  Ismail,  1999).  This  was  confirmed  by  a  study conducted  by Hobday  and Rush  (2007) that  signified TNC  subsidiaries in  Malaysia and Thailand only acquired  manufacturing process  skills with  limited R&D  and New product development capabilities. The finding indicates the importance of technological learning in enhancing upstream  capability such as  innovation where sources of  learning ranging from formal  R&D  to  as  simple  as  tacit  experiences  from  the  job  in  determining  successful innovation (Chipika & Wilson, 2006).   The significance of technological learning on development of firm technological capability cannot be denied.  Learning  has improved  capabilities of firm in  utilizing the  technology. Technological capabilities are defined as the skills, technical, managerial or organizational, which,  are  needed  to  allow  firms  to  utilize  the  hardware  (equipment)  and  software (information) technology efficiently. Such capabilities are necessarily firm specific, which is institutional  knowledge  composed  of  individual skills  and  experiences  accumulated  over time. Capabilities  in this sense are not linearly added but containing  a synergistic element which arises from interaction between individuals (Lall,1992).  It involves local learning to complete  the transaction  and  requires  the  technology recipient  to  invest  in  his ability  to absorb the new knowledge (Pack & Westphal, 1986). Embodied elements of technology need to be accompanied by a number of tacit elements, which requires further investment to gather the technological knowledge and develop skills as well as institutional routines.   Technological capabilities are skills possessed by firms to enable them to utilize efficiently the  hardware  and  software  of  the  technology  and  to  attain  any  technological  change processes. They are firm specific knowledge that was made of skills and experiences of the organization‟s  members  that  are  accomplished  over  the  time  (Morrison,  Peitrobelli  & Rabelloti, 2008). Technology capability,  therefore, cannot be described solely on  physical equipment,  blueprints  or  patent  purchased  or  even  formal  skills although  these form  the receptive base for the acquisition of capabilities. However, capability development means the ability of firm to combines the physical equipment, blueprints or design as an organization. The development of certain level of capabilities is crucial for firm to master the technology. Mastering technology means the ability of firm to use the technology at par or near world best practice level (Lall, 1992).
This paper therefore chronicles the The Assessment of Technological learning and Technological capabilities in Nigerian Film Industry. Part of the reason put forward to justify the phenomenal rise of Nollywood is associated with new communication technologies. This is highlighted in this paper. Furthermore, the global ratings of Nollywood cannot be discussed in isolation of globalization. Globalization in this regard could be seen through the eyes of McLuhan’s (1964) slippery concept of ‘global village’. The concept of a global village sees the entire globe as a community where natural barriers to global cooperation and interdependency relationships that existed before now are wiped out or reduced by the advances in new communication technologies. With this understanding, one begins to appreciate why Nollywood have audiences beyond Nigeria and Africa.
Statement of the Problem
Research Questions

1. What kind \types of technologies exist in the Nigerian film industry?
2. How many of these technologies have been adopted by producers in the industry?
3. What are the technology patterns used or deployed by the industry?
4. What is the level of technological capabilities within the industry?
5. What is the impact of technological learning and Technological capabilities on the performance of the film?

(* Examples are as follows:

1. Profit (ROI)
2. Viewer’s acceptability

iii. Movie awards

1. Awards nominations)

 *Research Objectives:* 

1. To identify the types of technology available in the industry.
2. To assess the type of technology that has been adopted by producers in the industry.
3. To identify the technological learning patterns adopted in the industry.
4. To examine the level of technological capabilities in the film industry.
5. To examine the impact of technological learning and Technological capabilities on the performance of the film industry.

SERVICE QUALITY AS A DRIVER FOR CUSTOMER RETENTION IN THE NIGERIAN AIRLINE INDUSTRY(A CASE STUDY OF ARIK, AERO CONTRACTORS AND BRITISH AIRWAYS)

CHAPTER ONE

INTRODUCTION
 
1.1     BACKGROUND OF THE STUDY
The purpose of this paper is to identify selected service quality elements related to airlines that may contribute to the satisfaction of passengers when making use of air transportation facilities. This research shall address expectations, perceptions, satisfaction level and result in some suggestions that could be applied to ensure loyalty and satisfaction of passengers on board airlines. Description statistics such as percentage, average and frequency distribution as well as servqualmodel will be used to express the responses of passengers of the surveyed airlines respectively in the initial presentation of the data while the hypothesis of the study will be tested. The servqual model is a service quality measurement model or a customer perception tool developed by Parasuraman et al, which is used for measuring service quality by comparing customers’ expectations before a service encounter and their perceptions of the actual service delivered (Gronroos, 1982; Lewis and Booms, 1983; Parasuraman et al., 1985). The servqual instrument has been the predominant method used to measure consumers’ perceptions of service quality.
 
1.2     STATEMENT OF THE PROBLEM
Over the years, it has been discovered that providers of services in developing countries may not be concerned with the view of the consumers about the service they provide as long as their profit keeps rolling in and the demand is moderately stable. This is a problem arising from inadequate feedback systems to examine the gap between the customers’ expectation and actual performance of the service providers. Therefore, providing the service alone is not enough, one needs to also know the view of the consumers of the services to ensure their needs are actually met and to bring about constant growth. Travel experience as a service process can be described as: Check-in counter → Lounge → Gate → In-flight → Baggage claim
A service is an act rather than a specific item, and its quality will be judged not only on the outcome (technical quality) but also on the process by which the service is delivered (functional quality) (Gronroos 1982, Dowen and Schneider 1988). There are certain characteristics that services portray which makes them a little bit difficult to measure in terms of quality and also distinguishes them from products. These characteristics are:

1. Intangibility: This is a characteristic that makes it impossible to assess precisely, the value gained from the service.
2. Variability: Since services are heterogeneous, their performance changes with time, location and customer.
3. Inseparability: This attribute makes it impossible to separate the supply or production of the service from its consumption.
4. Perishability: Services cannot be kept or stored likewise; lost airline seats cannot be reclaimed by passengers.

This unique characteristic of service makes it difficult to assess the quality of service and reduces the ability of the providers to control them with standard measures. Most services involve direct contact between the customer and the service provider. This means that in addition to task proficiency; interpersonal skills like courtesy, friendliness, tolerance, and pleasantness are important dimensions of quality, particularly in high contact services where front line employees have a major influence on customer satisfaction (Hobson et al. 1984, Hostage 1975, Wehrenbeer 1987). It has been said that for every complaint a business receives, there are twenty-six other customers who feel the same way, but do not air their feelings to the company (Headley and Choi 1992). One satisfied customer usually tells few people, while the dissatisfied customer tells ten or more people. Therefore, to improve service quality, one must listen to the customer, since quality is ultimately defined by customer perceptions. Also, airlines must listen to and motivate the front-line service employees to be sensitive to customer issues in order for them to understand what the passengers see as important and how they perceive the services rendered. The success of an airline also depends on its knowledge of its customers and its ability to devise marketing campaigns to suit the preferences of those market segments it chooses to target. This needs a careful identification of the most important attributes (dimensions) of their services that can satisfy passenger needs and an understanding of how to provide them in the best way to achieve passenger loyalty.
It is assumed that air transportation management plans their business with sufficient knowledge and information about the expectations of passengers with regard to the services rendered to them. Arik Air, Aero contractor and British airlines are leading airlines that experiences a considerable amount of growth and faces a high level of competition from other local and international airlines.
 
Since customers have a propensity to switch their loyalty from brand to brand, depending on various reasonsand this is particularly worrisome in some industries i.e. the Telecos, while in some it is less worrisome. The airline industry is one where customer satisfaction can be very subjective, which thus consequently has a ripple effect on their loyalty to the airline brand. There is a need to research and analyze various factors that can contribute to customer loyalty and/or their dissatisfaction; bearing in mind that a dissatisfied customer today is a potential churn customer tomorrow.
The problem under investigation in this paper is to examine to what extent the selected services provided on air transportation is being regarded as important to the passengers. The investigation aims to provide some direction in order to satisfy the customers’ need with the view of making profit and increasing their market share. Gilbert and Wong (2003) stated that in the air transportation industry context, the problem is whether management can correctly perceive what the passengers’ want and expect.
 
1.4     RESEARCH QUESTIONS
The main focus of the research will be concentrated on finding answers to the following questions:

1. What are the services rendered by airlines to airline passengers?
2. What are the factors that can be used to measure airline service quality?
3. What is the importance level of these services to the consumers and how does it affect their loyalty to the airline brand?
4. What contribution does the quality of airline services have on passenger satisfaction and the Nigeria aviation industry?

 
1.3     OBJECTIVES OF THE STUDY
The main aim of this study is to assess the quality of service available in air transportation that contributes to the satisfaction and loyalty of passengers.
Objectives of the study includes

1. Access quality of services deployed by airlines for customer retention/satisfaction
2. To evaluate customer satisfaction arising from service quality
3. To examine factors influencing customer behavioral patterns
4. To determine the effect of service quality on customer satisfaction

 
1.5     SIGNIFICANCE OF THE STUDY
The significance of this paper is to identify selected service quality elements related to airlines that may contribute to the satisfaction of passengers when making use of air transportation facilities. This research aims to bring about better management of service quality to customers and elements associated with the air transportation industry with specific reference to airline passengers by addressing the expectations, perceptions and levels of satisfaction of Arik Air, Aero Contractors and British Airways customers/passengers.
 
1.6     SCOPE OF STUDY
This research work will be limited to assessment of the quality of customer service in Nigeria Air Transportation with emphasis on Arik, Aero Contractors and British Airways. The reason for choosing Arik is because it is the leading airline in Nigeria having international flights to New York, Dubai and other countries. Aero Contractors is its major domestic flight competitor while British airways is the largest airline based on fleet size, international flights and international destinations.

CHAPTER ONE

INTRODUCTION

Background to the study

The global environment over the years has changed drastically and become highly innovative and competitive. Every field has become a race to compete and prove. And to remain in this highly competitive market, the use of Information and Communication Technology (ICT) has become very vital. Today, the rate at which capacity, competition, customer expectations and the lifestyle is changing, it is very important to keep up the pace with these rising expectations and mould the working of the company in that direction. These changes have led the organizations to move to a direction which will provide a competitive edge in a very cost

• effective way and embrace the usage of Today the use of ICT is not only inside the company but also outside the company as a tool for marketing and approaching customers and it also facilitates flow of information, ideas, people, products and capital

Historical  Background Of Airline In Nigeria

Air Travel in Nigeria commenced during World War II (1939-1945) when it became necessary to move troops and supplies fast across the country. Several air strips were built then which were converted after the war, to Civilian use Ileoje, N.P. 2003. Nigerian Airways was established in October, 1958 as a Joint Venture among the Nigerian Government, Elder Dempster Lines and the British Overseas Airways Corporation (BOAC). The Nigeria Airways took over the operation of the industry in 1963 and operated a fleet of nineteen aircraft consisting of two each of Boeings 707 and 737, one DC 10-30 aircraft used mainly for international flights, seven F.28 Jets and seven Folder F.27 propeller aircrafts used mainly on domestic routes in 1976 Filani, M.O. 1983. There are other major international airlines which operate flights to Nigeria, thereby linking Nigeria with the World’s major socio-economic and political centers. This industry was later deregulated and Virgin Nigeria was rebranded to Air Nigeria Filani, M.O. 1983.
By realizing the role of air transport system in the economy, Nigerian Government developed both its physical and human capital such as airport infrastructures and manpower development respectively in the aviation industry Ileoje, N.P. 2003. Statistics revealed an increase in the use of air transportation in Nigeria Filani, M.O. 1983.
Airlines are advanced users of ICTs and a number of airline activities depend heavily on ICT Christensen, J. 2000. Distribution and collaboration with partners is perhaps one of the most critical areas of ICT contribution Shon, et al. 2003. Many low-cost carriers rely exclusively on ICTs for displaying their availability and for communicating and transacting with their clientele. ICTs are equally important in operations management and contribute to the optimization of procedures and processes Alamdari, F.1999 as well as for softer service elements such as in-flight entertainment and customer service Alamdari, F.1999.

Statement of the Problem

Information technology attempts to improve the quality of services offered in the aviation sector, through cost management, time service delivery and improve processes and procedures. According to Porter and Tanner (2012) the development of IT has had profound effects on the services rendered in the avaiation sector. Traditionally IT facilities were primarily used for general business application such as data entry, analysis and manipulation of that data for reporting purposes (Kim, Eves& Scarles, 2013). Information technology is a key growth area in this century especially in a dynamic business and high competition environment, which requires utilizing, advanced IT tools to improve efficiency, cost effectiveness and to present high quality products and services to customers (Seethamraju, 2012).
Global studies focus on IT implementation, management and success in more developed countries like America and China (Davenport, 2013). Competition and dynamic business environment has also triggered any studies to evaluate the extent of use in various industries. However, little attention is given to information technology and operations performance of aviation sector  in the nigeria . Mihalic and Buhalis (2013) studiedICT as a new competitive advantage factor; a case of small transitional hotel sector.

Objectives of the Study

The study seeks to achieve the following two objectives

To examine the factors responsible for the effective deployment of ICT in the aviation sector.
To analyze the Motivating Factors responsible for the deployment of ICT in the Nigerian aviation sector
To investigate the various Challenges faced with the use of ICT services
Research Questions
What are the factors responsible for the effective deployment of ICT in the aviation sector?
Does Motivating Factors responsible for the deployment of ICT in the Nigerian aviation sector?
What are the various Challenges faced with the use of ICT services?
LIMITATIONS OF THE STUDY
Basically every research requires a significant percentage of human efforts. As this work is not an exception, some of the limitations experienced (exenterated) in the course of carrying out the research are hereby identified:
(1)     Information:
(i)       It is obvious that most organisations are skeptical about giving information as required by researchers. This explains why adequate information was not received from some of the respondents to the questionnaire.
(ii)      There was a colossal dearth of published materials on the subject matter.
(2)     Finance: Finance/resources were not readily available as required to carry out an extensive and thorough research.
(3)     Time: Constraint of time was another limitation experienced in the course of research.