Determinant of Promotion Mix on Customer Retention of Melcom Products in Accra: Mediating role of Customer Satisfaction and Trust (Published)
The study investigates the determinants of promotion mix on customer retention of Melcom products in Accra with a mediation of customer satisfaction and trust. The purposive sampling technique was used in selecting 260 customers of three Melcom Ghana branches i.e. Weija, Lapaz and Kaneshie in Accra. The Statistical Package for Social Sciences (SPSS) version 20 was used in analyzing the data. The study revealed a significant association of sales promotion, advertising, public relation, direct marketing and customer satisfaction and trust. However, direct marketing was moderately found to be associated with customer satisfaction and trust. Also, customer satisfaction and trust was found to be significantly moderating promotional mix elements such as sales promotion, advertising, public relation, direct marketing and customer retention. Managerial implication was presented.
Keywords: Customer Satisfaction, promotion mix, trust customer retention
The Effect of Perceived Value and Sales Promotion on Repurchase Intention by Mediation of Fund User Customer Satisfaction at Supermal Lippo Karawaci Tangerang (Published)
The effect of Perceived Value and Sales Promotion on Repurchase Intention by mediating Customer Satisfaction for user of DANA in Supermal Lippo Karawaci, Tangerang. The population in this study is the user of DANA in Supermal Lippo Karawaci, Tangerang. This research sample amounted 75 the user of DANA in Supermal Lippo Karawaci, Tangerang. In this study the methode used to analysis is the non-probability sampling method with the research method used is descriptive research with a quantitative approach. Data analyze techniques used in this study are Structural Equation Modelling (SEM) with using analysis tools SmartPLS 3.0. The results of the study using SmartPLS 3.0 show that: (1) Perceived Value has a positive and significant effect on Repurchase Intention (2) Sales Promotion has a positive and significant effect on Repurchase Intention (3) Perceived Value has a positive and significant effect on Customer Satisfaction (4) Sales Promotion has a positive and significant effect on Customer Satisfaction (5) Customer Satisfaction has a positive and significant effect on Repurchase Intention.
Keywords: Customer Satisfaction, Perceived Value, Repurchase intention, Sales Promotion.
Effect of Customer Satisfaction On the Profitability of Fast Food Outlets in Akwa Metropolis of Anambra State (Published)
The study examined the effects of customer satisfaction on the profitability of fast food industry in Akwa Metropolis of Anambra State. The specific objective is to determine the extent to which customer service affects the profitability of fast food industry in Awka metropolis. To evaluate the extent to which customer experience affects the profitability of fast food industry in Awka metropolis. To examine the extent to which product quality affects the profitability of fast food industry in Awka metropolis. The research utilized a survey research design method, a structured instrument developed by the researcher to reflect such options as strongly agree, agree, undecided, disagree and strongly disagree popularly refereed as five (5) points Likert scale was used to obtain information from the respondents. The population of the study comprised of 324 employee of fast food in Akwa metropolis.297 copies of questionnaires was duly completed and returned showing 96% response rate. Research hypotheses were tested using Chi-square. Findings from the study show that Customer service has significant effect on profitability of fast food industry in Awka metropolis. Customers experience has significant effect on profitability of fast food industry in Awka metropolis. Product quality has no significant effect on profitability of fast food industry in Awka metropolis. Maintaining existing customers should be a better option than chasing for new because a customer who is satisfied will have a positive dissonance about the service and who always recommend the service to friends and family who are potential customers. Further research should be carried out in order to enhance the understanding of the concepts of service quality and customer satisfaction, how they are measured because they are very important for service organizations in terms of profitability, growth and market share.
Citation: Chendo, N.A. (2023) Effect of Customer Satisfaction On the Profitability of Fast Food Outlets in Akwa Metropolis of Anambra State, British Journal of Marketing Studies, Vol. 11, Issue 1, pp.,12-25
Keywords: Customer Experience, Customer Satisfaction, Fast-food industry, Profitability, product .quality
The Influence of Relationship Marketing on Customer Perception of Insurance in Lagos State, Nigeria (Published)
The public perception of insurance all over the world is central to the patronage and consumption of insurance services. Notwithstanding the huge population of over 190 million people in Nigeria, the insurance premium penetration rate of 0.7% of GDP is very low in comparison with other markets around the world. While customer perception of insurance is an expression of attitude, extant studies has shown that relationship marketing is a strategic tool that can be used to influence consumer behavior. Hence, this study examine the influence of relationship marketing on customer perception of insurance in Lagos State, Nigeria. The objective is to provide possible solutions to the problem of low patronage of insurance in Lagos State, Nigeria. A survey research design was adopted for the study. The population of study consisted of 375,000 estimated consumers of insurance service in Lagos State, Nigeria. A sample size of 1,650 consumers were drawn from selected Local Government Areas of Lagos State through non-probability sampling technique. A questionnaire titled influence of relationship marketing and customer perception of insurance was adapted and validated. 1,650 copies of the questionnaire were administered, with a response rate of 80%. The Cronbach’s Alpha coefficient for the constructs ranged between 0.76 and 0.90. The data were analyzed using descriptive and inferential (multiple linear regression analysis) statistics. The finding shows that relationship marketing has significant effect on customer perception of insurance in Lagos State, Nigeria (Adj. R2 = 0.301; F5/1306 = 113.510, p<0.05). The value of Adjusted R2 of 0.301 suggests that 30.1% of the variations in customer perception of insurance are accounted for by relationship marketing leaving 69.9% to be predicted by other factors. The study concluded that relationship marketing is a predictor of customer perception of insurance in Lagos State, Nigeria. The study recommended that Insurance companies should adopt relationship marketing as a tool to influence customer perception of insurance, through the application of customer awareness, customer trust, customer service quality, product innovation and customization, and customer satisfaction.
Citation: Oluwabiyi, O. E., Asikhia, O. U., and Egwuonwu, T. K. (2022) The Influence of Relationship Marketing on Customer Perception of Insurance in Lagos State, Nigeria, British Journal of Marketing Studies, Vol. 10, Issue 6, pp.,37-54
Keywords: Customer Satisfaction, Relationship Marketing, customer awareness, customer perception, customer trust customer service quality, product innovation and customization
Service Quality and Customer Satisfaction with Complaint Management in The Nigerian Telecommunication Industry (Published)
This study examined “service quality and customer satisfaction with complaint management in the Nigeria’s telecommunication industry”. Specifically, it aimed at finding out the extent to which customers are satisfied or dissatisfied with the quality of services provided by mobile telecommunication operators and to investigate the extent to which dissatisfied customers complain regarding the services of their mobile telecommunication providers. The research instrument (questionnaire) was administered on a total of five hundred (500) randomly selected customers of MTN, GLOBACOM, Airtel, 9mobile, and Multi-links. Data obtained were coded and analyzed using descriptive and inferential statistics such as the frequency tables, One-way Analysis of Variance (ANOVA) and the ‘t’ test for the difference between two population means. The sampling technique used in the study was the multi-stage cluster sampling. The findings from the research revealed that the proportion of customers who are satisfied with the services provided by mobile telecommunication firms is the same as those that are dissatisfied. It was thus recommended that telecommunication service providers should take bold steps to improve on their services in order to enhance customer satisfaction as this is key to achieving growth and profitability.
Citation: Osayande, Festus ; Ogunode, Philips Olatunde; Adejimi, Seun Oyebola (2022) Service Quality and Customer Satisfaction with Complaint Management in The Nigerian Telecommunication Industry, British Journal of Marketing Studies, Vol. 10, Issue 3, pp.1-13
Keywords: Customer Satisfaction, Service, Service Quality, complaint management
Service Quality, Customer Satisfaction and Behavioural Intentions: Application of Lodging Quality Index Model On Hotels in South East, Nigeria (Published)
This study aimed to assess the relationship between service quality, customer satisfaction and behavioural intentions of guests at selected 3-star hotels in Onitsha business district and Enugu metropolis in South East, Nigeria. Survey design was adopted for the study. The target populations were guests in the 3-star hotels from the ages of 18 years and above. A structured questionnaire was administered to 200 guests of the hotels. The data collected were analyzed with descriptive statistics, such as frequency and percentages, and tested with Pearson Correlations to examine the nature of relationships between service quality dimensions, customer satisfaction, and behavioural intentions. The results show that the service quality dimensions; tangibility, reliability, responsiveness, confidence, communication, had strong relationships with customer satisfaction. The result equally revealed that customer satisfaction had a strong relationship with behavioural intentions. That is, the guests of the hotels were satisfied with the services, and are willing to recommend, revisit, and give positive reviews.
Citation: Okocha, Rejoice Ebere, Agina, Emeka Kenechi, Ojiula, Uchemefuna Benjamin (2021) Service Quality, Customer Satisfaction and Behavioural Intentions: Application of Lodging Quality Index Model On Hotels in South East, Nigeria, British Journal of Marketing Studies, Vol. 9, Issue 4, pp.18-35
Keywords: Customer Satisfaction, Hotels, LODQUAL, Nigeria, Service Quality
The Moderating Effect of Customer Satisfaction on the Link between Customer Relationship Management Dimensions (CRMD) and Organizational Performance in Telecommunications Sector in Sudan (Published)
Purpose and Questions – This study serves not only to clarify the relationship between CRM dimensions and organizational performance, but also to explain the moderating role of customer satisfaction in this relationship to answer the following questions: What are the CRM dimensions in Sudanese telecommunications companies? To what extent is the CRM dimensions (customer orientation, CRM organization, knowledge management and technology based CRM) could affect organizational performance? Can customer satisfaction moderate the relationship between CRM dimensions (customer orientation, CRM organization, knowledge management and technology based CRM) and organizational performance? Design/methodology/approach – The data collection utilized a quantitative research method. The research questionnaires were distributed to 286 customers. Descriptive Statistics, factor analysis, ANOVA, multiple regression analysis and hierarchical multiple regression analysis were used to analyze the data collected. Findings – The result of this research showed that the implementation of CRM dimensions is more likely to improve organizational performance, when the company develops customer satisfaction. Research limitations/implications – The identification of CRM dimensions will help telecommunication managers to implement an effective customer relationship management (CRM) that enhances customer satisfaction and organizational performance. Originality/value – The findings of the study contribute enormously to the body of knowledge, as it provides a model to be used for explaining the moderating effect of customer satisfaction on the relationship between CRM four dimensions and organizational performance.
Keywords: CRM organization, CRM organizational performance, Customer Satisfaction, Knowledge Management, Technology based, customer orientation, customer relationship management dimensions (CRMD)
Internet Banking Service Quality and Customer Retention in Deposit Money Banks in Rivers State- Nigeria (Published)
This study investigates the relationship between Internet Banking Service Quality and Customer Retention in Deposit Money Banks in Rivers State. The objectives of the study were to investigate the influence of internet service efficiency and website design on Customer Retention. The study adopted the quasi-experimental research design which employed the cross sectional survey design. The choice of this survey approach is because it will scientifically look at the situation on ground and will empirically analyze it to get result that can be attributable to the accessible population. Based on the research questions, a research questionnaire was designed and one hundred and ninety (190) copies were distributed to the customers of the banks who constituted the populationof study, the researcher purposively administered ten (10) copies each to customers of the nineteen (19) deposit money banks in Rivers State. A total of one hundred & sixty-nine (169) copies of the distributed questionnaire were retrieved. These copies were analyzed and the hypotheses were tested using the Kendal’s Correlation Coefficient with the aid of SPSS Version 23.0. The result revealed that; there is a significant relationship between internet banking service efficiency and referral, internet banking service efficiency and resistance to competitive pressure, Internet banking website design and referral, Internet banking website design and resistance to competitive pressure. The result also revealed that customer technology adoption positively influences the relationship between internet banking service quality and customer retention in deposit money banks in Rivers State. The study concluded that consumer orientation should be applied whenever; banks are adopting new techniques that will service the need of their customers for better satisfaction. The study recommends that Banks should invest more on technologies that will ensure efficiency in serving customer and overall satisfactions of the customers. Customer satisfaction should be kept in mind as banks upgrade existing systems or while buying new systems altogether.
Keywords: Customer Satisfaction, Customer retention, Internet Banking
Influence of Customer Relationship Management on Customers’ Retention in the Insurance Industry in Accra, Ghana (Published)
The study examines the influence of customer relationship management on customers’ retention in the insurance industry in Accra, Ghana. The objective of the study was to examine the relationship between customer relationship management and customers’ satisfaction in the insurance industry in Accra, Ghana; to determine the relationship between customer relationship management and customers’ retention in the insurance industry in Accra, Ghana and; to identify the challenges obstructing customer relationship management’s strategies in the insurance industry in Accra, Ghana. Convenience sampling technique was used to gather data form a sample of 200 customers of insurance firms in Accra, Ghana, using structured interview guide and data analyses carried out using SPSS version 20. The findings of the study showed a direct effect of customer relationship management on customers’ satisfaction. Also, the study revealed a significant positive relationship between customer relationship management and customers’ retention. Based on these findings, the study recommends that the insurance industry in Accra, Ghana, should continue to deliver excellent customer service to customers in order to keep satisfying them. This can be achieved by understanding their expectations and meeting them. More so, the study recommends insurance firms in Accra, Ghana, to continue to deliver value laden-relationships with customers in order to keep retaining them since retention is key in any given competitive business environment.
Keywords: Customer Relationship Management, Customer Satisfaction, Customer Service, Customer retention
Customer Self Service Technology and Customer Patronage of Deposit Money Banks in Rivers State (Published)
This study investigates the relationship between Customer Self Service Technology and Customer Patronage of Deposit Money Banks in Rivers State. The objectives of the study were to investigate the influence of Customer Self Service Technology on Customer Patronage. The study adopted the survey research design. The choice of this survey approach is because it will scientifically look at the situation on ground and will empirically analyze it to get result that can be attributable to the accessible population. Based on the research questions, a research questionnaire was designed and four hundred and seventy five (475) copies were distributed to the sample population which was determined by convenient sampling techniques. After data cleaning, a total of three hundred & twenty one (321) copies of the distributed questionnaire were retrieved. These copies were analyzed and the hypotheses were tested using the Spearman Rank Correlation Coefficient with the aid of SPSS Version 21.0. The result revealed that there is a significant relationship between Automated Teller Machine and repeat purchase, Automated Teller Machine and referral, Internet banking and repeat purchase, Internet banking and referral. The result also revealed that customer technology adoption positively influences the relationship between customer self-service technology and customer patronage in deposit money banks in Rivers State. The study concluded that consumer orientation should be applied whenever banks are adopting new techniques that will service the need of their customers for better satisfaction. The study recommends that Banks should invest more on technologies that will ensure efficiency in serving customer and overall satisfactions of the customers. Customer satisfaction should be kept in mind as banks upgrade existing systems or while buying new systems altogether
Keywords: Customer Satisfaction, Customer patronage, Internet Banking, customer self-service technology