IMPACT OF TECHNOLOGY AS AN EFFECTIVE TOOL IN ENHANCING CUSTOMERS AND ORGANIZATIONAL SERVICE DELIVERY

ABSTRACT This study examines the impact of technology on improving service delivery to customers and enhancing operational efficiency at the Nigerian Television Authority (NTA) Gusau. With the rapid evolution of digital tools and platforms, technology has become a vital asset in broadcasting, enabling organizations to reach broader audiences and provide timely, reliable services. This research explores how advancements in broadcasting technology, such as digital transmission, automated scheduling, and social media integration, contribute to NTA Gusau's ability to engage audiences, streamline operations, and improve customer satisfaction. Through a combination of surveys, interviews, and analysis of operational data, the study identifies key technological tools that have transformed customer interaction, facilitated feedback mechanisms, and enhanced the quality of content delivery. The findings indicate that adopting modern technologies has significantly boosted NTA Gusau’s service efficiency, enabling quicker response times, better customer engagement, and higher content quality. However, the study also highlights challenges, including the need for continuous staff training and upgrading of equipment to keep pace with industry standards. Recommendations are provided for further integration of advanced technology to sustain these improvements and promote a more robust service culture. Ultimately, this study underscores the pivotal role of technology in modernizing service delivery and achieving organizational goals within the broadcasting sector.