Generative Artificial Intelligence [GAI]: Enhancing Future Marketing Strategies with Emotional Intelligence [EI], and Social Skills? (Published)
The convergence of Generative Artificial Intelligence (GAI), Emotional Intelligence (EI), and social skills represents a transformative force in the realm of marketing strategy. The purpose of the study is to explore the intricate synergy between GAI, which leverages machine learning and natural language processing, and the deeply human qualities of EI and social skills. It investigates in general how this alliance has the potential to revolutionize future marketing practices by creating more personalized, emotionally resonant, and ethically responsible strategies.The foundation of this research lies in addressing critical questions facing the marketing industry today. First, the need for enhanced personalization. Second, the creation of emotionally intelligent content. Third, ethical considerations and cross-cultural adaptability. Fourth, long-term effectiveness. Fifth, the dynamic interplay between human marketers and AI.Through an interdisciplinary approach, encompassing fields such as AI, psychology, ethics, and marketing, this study examines in general the state of the art in GAI and EI integration, shedding light on how AI systems can be imbued with the capacity to perceive, understand, and respond to human emotions effectively. It delves into the ethical considerations that must underpin the development and deployment of emotionally intelligent marketing strategies, safeguarding consumer privacy and trust.Furthermore, this research investigates in general the cross-cultural adaptability of GAI-driven marketing strategies infused with EI, recognizing the importance of acknowledging cultural nuances in emotional expression and social norms. It evaluates the long-term efficacy of emotionally intelligent marketing, exploring whether such strategies foster enduring customer loyalty and brand affinity.Finally, this study navigates the evolving landscape of human-AI collaboration in marketing, defining the optimal roles of human marketers and AI systems in strategy development and execution.The goal of this research is to provide practical insights, ethical guidelines, and innovative strategies that enable marketers to leverage the complete potential of GAI in tandem with EI and social skills. The study envisions a future where marketing practices create genuine connections with consumers, encourage meaningful interactions, and drive sustainable business growth in a time marked by technological advancement and changing consumer expectations.
Keywords: Customer loyalty, Emotional Intelligence, Social Skills, generative artificial intelligence, strategic marketing leadership.
Mediating Effect of Customer Satisfaction On Relationship Marketing and Customer Loyalty Among Commercial Banks Customers in Awka, Anambra State (Published)
The banking industry is one of the largest sectors dealing with individual customers directly. The success and profitability of a company is based on the number of customer base and their ability to maintain good relationship with their customers and satisfy them efficiently. Therefore, this study seeks to examine the mediating effect of customer satisfaction on relationship marketing and customer loyalty among commercial bank customers in Awka, Anambra state. Specifically, the study examined the effects of relationship marketing concepts (trust, commitment, communication and conflict handling on customer loyalty. Data was collected from 691 respondents and the hypotheses tested using macro process via SPSS version 17. The result showed that relationship marketing dimensions used in this study (trust, commitment, communication and conflict handling) has significant influence on customer loyalty. Furthermore, customers’ satisfaction has significant mediating influence on the relationship between the components of relationship marketing (trust, commitment, communication and conflict handling) and customer loyalty. It was therefore recommended that since customer satisfaction is a determinant of customer loyalty, via relationship marketing activities there is need for banks to satisfy their customers so as to encourage them to remain loyal to the bank through continuous patronage.
Citation: Omeje N U., and Olise M.C. (2022) Mediating Effect of Customer Satisfaction On Relationship Marketing and Customer Loyalty Among Commercial Banks Customers in Awka, Anambra State, British Journal of Marketing Studies, Vol. 10, Issue 5, pp.,28-40,
Keywords: Customer loyalty, Customers’ Satisfaction, Relationship Marketing
Mediating Effect of Customer Satisfaction on Relationship Marketing and Customer Loyalty among Commercial Banks Customers in Awka, Anambra State (Published)
The banking industry is one of the largest sectors dealing with individual customers directly. The success and profitability of a company is based on the number of customer base and their ability to maintain good relationship with their customers and satisfy them efficiently. Therefore, this study seeks to examine the mediating effect of customer satisfaction on relationship marketing and customer loyalty among commercial bank customers in Awka, Anambra state. Specifically, the study examined the effects of relationship marketing concepts (trust, commitment, communication and conflict handling on customer loyalty. Data was collected from 691 respondents and the hypotheses tested using macro process via SPSS version 17. The result showed that relationship marketing dimensions used in this study (trust, commitment, communication and conflict handling) has significant influence on customer loyalty. Furthermore, customers’ satisfaction has significant mediating influence on the relationship between the components of relationship marketing (trust, commitment, communication and conflict handling) and customer loyalty. It was therefore recommended that since customer satisfaction is a determinant of customer loyalty, via relationship marketing activities there is need for banks to satisfy their customers so as to encourage them to remain loyal to the bank through continuous patronage.
Keywords: Customer loyalty, Customers’ Satisfaction, Relationship Marketing
Empirical Linkage: Visual Branding and Customer Loyalty (Published)
Before any product is ever produced or sold, it must first be branded. Every idea, from initial sketches to patented logos, supports a branding strategy, or the decisions a production team has made about what will drive a consumer to choose their brand over that of their competitors. Survey was used for the study. A sample size of 50 which consist of 20 graphic designers and 30 customers were used for the study. Simple random sampling technique was used to select both graphic designers and customers of Techno phones. A structured questionnaire, with a five-point Likert scale, was fielded to gather the data. Data was analyzed using structural equation modelling (PLS-SEM) with SmartPLS 3.0 while Pearson’s correlation coefficient was used to determine whether visual branding can influence customer loyalty. The study revealed that visual branding has a significant correlation with customer loyalty.
Keywords: Customer loyalty, Graphic Designer, Product, visual branding
Customer Loyalty and Patronage of Quick Service Restaurant in Nigeria (Published)
This paper assessed the product and seller factors including menu quality, price fairness, personnel quality, restaurant image, restaurant’s atmosphere, customer trust, and customer loyalty that drive customer loyalty and patronage in quick service restaurants in Nigeria, using Awka capital territory of Anambra State as a case. Survey research design was adopted in which 399 patrons were sampled. The questionnaire was used to source the primary data for the study. Frequency tables, percentages correlation were applied in the data analyses. The study found a significant positive relationship between price fairness, food quality, firm’s personnel quality, customer trust, restaurant image, and restaurant’s atmosphere and customer loyalty. Positive relationship was also found between customer loyalty and customer patronage. The study recommended that managers should constantly re-strategize by re-inventing their firm with novel programs that will excite the beliefs system and emotion of the patrons so as to ensure continued patronage and, firm’s profitability.
Keywords: Awka, Customer loyalty, Nigeria, Patronage, restaurant
Understanding The Relationships between Service Quality, Customer Satisfaction and Loyalty: An Investigation of Ghana’s Retail Banking Sector (Published)
This study set out to examine the interrelationships between service quality, customer satisfaction, and customer loyalty for the Ghana banking industry. The paper also evaluates the effects of the individual dimensions of service quality on overall service quality. Primary research data were collected using questionnaires administered face-to-face, via systematic random sampling approach. Confirmatory Factor Analyses (CFA) was then used to test the hypotheses and address the research objectives as well. The results showed that the three variables were positively interrelated, albeit with different p-values for significance. The five dimensions of service quality, tangibility, reliability, responsiveness, assurance and empathy, each affects overall service quality positively and significantly). The effects of service quality on customer satisfaction was direct, positive but insignificant. In the same manner, customer satisfaction positively but insignificantly impacts customer loyalty. Service quality was seen to positively and significantly affect customer loyalty in this study. The findings therefore serve as a good guide for banks to work at improving service quality, which will in turn positively influence satisfaction and loyalty.
Keywords: Customer Satisfaction, Customer loyalty, Retail Banking, Service Quality
Predictive Indicators of Customer Loyalty in the Nigerian GSM Market (Published)
This study focuses on the predictive indicators of customer loyalty among GSM users in the South-Eastern Nigeria. Most of the studies on customer loyalty in the Nigerian GSM market are alien to South-Eastern Nigeria. The main objective of this study is to empirically inquire the factors that influence customer loyalty in the Nigerian GSM market. The study adopted survey research design and the population of study is the mobile phone users in Anambra State. Quota sampling method was employed while the sample size was determined using survey systems formula. Questionnaire was employed as the research instrument and the reliability test was achieved using split-half method. Factor analysis was used for data reduction and multiple regressions were employed to test the hypotheses. The findings revealed that trust, customer satisfaction, corporate image, service quality, network coverage have significant effect on customer loyalty with customer satisfaction as the strongest predictor of customer loyalty in the Nigerian GSM market. In addition, prompt customer service was seen to have no significant effect on customer loyalty. It was recommended that GSM service providers should focus more on customer satisfaction, trust, corporate image, service quality, and network coverage in order to build sustainable relationship with their customers as to become very competitive. Also, attention should be paid on providing quality customer care service elements.
Keywords: Corporate Image, Customer Satisfaction, Customer loyalty, Customer trust, Service Quality, Switching Barrier
ASSESSING THE IMPACT OF SERVICE QUALITY ON CUSTOMER LOYALTY: A CASE STUDY OF THE CELLULAR INDUSTRY OF GHANA (Published)
The study investigated the relationship between service quality and customer loyalty in the Cellular industry of Ghana. The research was conducted after the introduction of the Mobile Number Portability (MNP) system. The SERVQUAL model was used to measure relationship between service quality and customer loyalty among cellular service providers with customer satisfaction mediating these variables. Survey questionnaire was used to collect 311 data from mobile users who are subscribers of 5 of the major cellular firms in Accra Metropolis of Ghana. The data was analysed using correlation and multiple regression analysis. The findings revealed that service quality variables such as Tangibles, Responsiveness, Reliability, Assurance and Empathy have a positive influence on customer loyalty through customer satisfaction. The result further revealed customer satisfaction has a direct relationship with customer loyalty. The study recommends that mobile operators endeavour to improve the quality of mobile services offered to clients.
Keywords: Customer Satisfaction, Customer loyalty, Dimension., SERQUAL model, Service Quality
AN EMPIRICAL STUDY OF FACTORS AFFECTING CUSTOMER LOYALTY OF TELECOMMUNICATION INDUSTRY IN THE KINGDOM OF SAUDI ARABIA (Published)
This research aims to evaluate the effect of the variables; namely, price, service quality, brand image and trends on customer loyalty of service providers of mobile phones in Saudi Arabia. A questionnaire was developed and distributed to a convenient sample throughout the major cities of Saudi Arabia. A total of 775 were returned representing a response rate of 89.6%. The study showed that the majority of respondents had prescribed to more than one service provider at the same time. Additionally, it was revealed that all the variables tested; price, service quality, brand image and trends, had a direct effect on customer loyalty of service provider. Results obtained from this research will offer necessary feedback for improving a company’s strategy, marketing mix, services, and product offerings, thereby, achieve customer satisfaction and improve their customer loyalty while attracting new ones.
Keywords: Brand Image, Customer loyalty, Price, Saudi Arabia, Service Quality, Trends, mobile phones
ANALYZING THE ANTECEDENTS OF CUSTOMER LOYALTY (Published)
This research study looked at analyzing the antecedents of customer loyalty namely; corporate image, customer satisfaction, and service quality. Based on the review of the previous literature, the research hypotheses were drawn. Questionnaires were designed and distributed to the tourists’ residents of the five stars hotels in Egypt. Findings revealed a positive relationship between corporate image and customer loyalty, customer satisfaction and customer loyalty and service quality and customer loyalty. It’s suggested that future research may be extended to other sectors and domains within Egypt.
Keywords: Corporate Image, Customer Satisfaction, Customer loyalty, Service Quality