British Journal of Marketing Studies (BJMS)

EA Journals


Emotional Bonding and Diner’s Loyalty to Restaurants in Umuahia, Abia State (Published)

The study focused on emotional bonding affect diner’s loyalty among restaurants in Umuahia, Abia State. The specific objectives of the study are; to examine the influence of quality, price, response time, accessibility and trust on diner’s loyalty among restaurant in Umuahia metropolis, Abia state. To achieve the objectives of the study, survey research design was adopted. Convenient sampling was used to select 196 diner’s from the selected restaurants in Umuahia metropolis. The data collection involves primary data through the use of structured questionnaire. The data collected were analyzed using frequencies, percentages and mean and standard deviation while the hypotheses were tested using multiple regression analysis. The findings revealed that quality, price, response time, accessibility and trust have a significant influence on diner’s loyalty among restaurants in Umuahia, Abia State. Therefore, the study concludes that emotional bonding plays a significant role in enhancing diner’s loyalty in restaurant business. Based on the findings, the study recommends that restaurant managers to become aware of the strategic role of quality and to set up expansions and improvement plans aiming at attracting consumers’ satisfaction. It is also important to know how to better manage relationship marketing by using technological tools like customer relationship management (CRM). Consumers are certainly attached to products and they become loyal. Also, it is recommended that products be offered at reasonable prices, good quality and attractive packaging, thereby providing a pleasant experience for consumers. Additionally, product managers need to pay special attention to generating persuasive content on social media in particular. It is important to make sure that the content of ads is in line with the long-term goals and strategies of the business.

Keywords: Price, Product, Satisfaction, emotional bonding, responds time, trust and diner's loyalty and restaurants

Service Quality, Price and Consumer Switching Behaviour in The Nigerian Telecommunication Industry, Moderating Effect of Value Added Services on the Relationship (Published)

The main objective of this study is to examine the Determinants of consumer switching behaviour in Nigerian telecommunication industry, the moderating role of value added services. Data were collected from the students of tertiary institutions in Borno state, North eastern Nigeria using a cross-sectional study design. The study adopted Kriejcie and Morgan (1970) rule of thumb and arrived at 382 respondents and questionnaires were distributed and collected through the personally-administered method. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to test the study hypothesis. This study finds that Value Added Services have significant influence on consumer switching behaviour, while Service Quality and Price have no significant influence on consumer switching behaviour, it also finds that value added services does not moderate the relationship between service quality, price and consumer switching behaviour. The results of this study provide important insights to managers, mobile operators and researchers to further understand the factors that influence consumers to switch from one service provider to another in the Nigerian telecommunication industry. Mobile operators should concentrate on factors like value added services so as to attract more customers to their network.


Keywords: Price, Service Quality, consumer switching behaviour, value added services

On the Marketing Investigation of the Behavior of Higher Education Consumers in Georgia (Published)

Marketing investigation of the behavior of consumers of higher education relative to prices of the study has been carried out in Georgia. Linear, exponential and auto-regression models of the behavior of tuition fees in four universities of Georgia are constructed using the marketing information on tuition fees received from respondent students.  Interval estimates of tuition fees are also constructed.

Keywords: Marketing, Price, Regression Model

Determinants of Brand Loyalty among Consumers’ in the Mobile Telecommunication Industry in the Faculty of Management Sciences, Akwa Ibom State University, Nigeria (Published)

The main objective of this study was to examine the determinants of brand loyalty among mobile telecommunication consumers in the Faculty of Management Sciences, Akwa Ibom State University. The survey research design was adopted for the study. The primary data were obtained through questionnaire administered to 175 respondents using simple random sampling technique and a total of 145 copies of questionnaire were retrieved for data analysis. Four hypotheses were formulated and tested at 0.05 level of significance and the data for the study were analyzed using tables, frequency, percentage and Pearson Correlation.The findings of the study revealed that service quality, price, promotion, and network coverage have significant relationship with brand loyalty among subscribers of mobile telecommunication service. Based on this,it was recommended among others that mobile telecommunication service providers should ensure continuous improvement on service quality to attract subscribers’ interest to their network.

Keywords: Consumers, Price, Service Quality, brand loyalty, mobile telecommunication service providers., network coverage


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


The present study examined the impact of social factors on consumer behavior in evaluative criteria of the purchased home furnishing in Amman (Jordan). In the literature, there are a few previous studies which have explored the topics on consumer behavior and home furniture industry in Jordan. Furthermore, the objective of this study is to investigate of purchasing behavior of home furniture consumers in Jordan. This study then will evaluate the factors that have influences on furniture purchasing decision process. The findings will allow the researcher to be able to recommend to Jordan furniture manufacturers and retailers. Also, questionnaires were distributed and self-administered to 400 respondents. Descriptive analysis, factors analysis, test of reliability, correlation test, and regression analysis were used in this study. The study results demonstrated that there is a positive and significant relationship between reference group, family, price, quality, color, and purchasing decision. In addition, implications of this work and directions for future research are discussed.

Keywords: Consumer Behavior, Furniture, Price, Quality, Reference Group, family

Economic Analysis of Sunday Market in Srinagar City (Published)

In the present study an attempt has been made to study various characteristics of Sunday market in the summer capital of Jammu And Kashmir State. The main aim was to study the quality and price structure of products sold in the market. Also special emphasis has been given to examine the job satisfaction of vendors and reasons for joining the Sunday market. With the help of interview schedules information has collected from 200 respondents. Our probe revealed that both second hand and good quality products were sold in the Sunday market at cheaper prices than normal prices. Also we found both sellers and buyers were satisfied in the market.

Keywords: Buyers, Market, Price, Products, Quality, Vendors

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