British Journal of Marketing Studies (BJMS)

EA Journals

Service Quality

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

Effects of Digital Marketing and Service Quality Towards Business Performance That Is Mediated by Competitiveness (Published)

The research aimed to analyze effects of digital marketing and service quality towards business performance with competitiveness as a mediating variable. The research sample involved 114 people of meatball-culinary micro entrepreneurs in Malang City, East Java Province, Indonesia. The sampling technique applied purposive sampling. Research data analysis was done with some steps including frequency distribution, validity and reliability tests, path analysis method with SPSS software and for mediation test with sobel test. The research results showed:  first, that digital marketing had significant effect on business performance with the mediation of competitiveness and the partial mediation model. Second, service quality had a significant effect on business performance with the mediation of competitiveness and the full mediation model. Results of the Sobel test proved that competitiveness was the right mediating variable for digital marketing and service quality influenced business performance. The research results practically contributed ideas to meatball-culinary micro-entrepreneurs in implementing digital marketing, service quality, competitiveness and business performance.


Keywords: Business Performance, Competitiveness, Digital Marketing, Service Quality

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

Knowledge Management and Role Clarity as Antecedents of Service Quality (Published)

The effective management of employees’ knowledge has been described as a critical ingredient for organisations seeking to ensure sustainable strategic competitive advantage in the market place. The purpose of the study was to investigate the impact of knowledge management on employees’ role clarity and quality of services. The study sampled 300 staff from three private hospitals in Ghana namely: Trust Hosiptal, Otoo Memorial Hospital and Cocoa Hospital. The purposive sampling technique was employed to select the private hospitals while simple random was used to select staff of the hosptials. The results revealed that service quality has a positive relationship on knowledge management and service quality

Keywords: Knowledge Management, Service Quality, Staff, role clarity

Service Quality and Brand Loyalty of Banks in Bayelsa State of Nigeria (Published)

Citation: Lyndon M. Etale and Emmanuel N. Jerry (2022) Service Quality and Brand Loyalty of Banks in Bayelsa State of Nigeria, British Journal of Marketing Studies Vol. 10, Issue 1, pp.47-63

The study was embarked upon with the aim of determining the nature of the relationship between service quality and brand loyalty of banks in Bayelsa State of Nigeria, and this was done using responsiveness and reliability as dimensions of service quality and brand advocacy as a measure of brand loyalty, bringing about two research questions and study hypotheses which was put to the test by the use of the Pearson correlation coefficient method with the aid of SPSS software. The study adopted the descriptive design and used a questionnaire as a means of gathering data from the customers of selected banks in Bayelsa State amounting to a total of 140, but a total of 130 copies of the questionnaire were retrieved and used for the analysis of data which informed the conclusion and findings of the research. The study revealed a significant relationship between both reliability and responsiveness as dimensions of service quality and brand advocacy as a measure of brand loyalty. The study therefore concluded that there is a significant relationship between the variables and thus made the following recommendations; Banks should give prompt and quick response to its customers‟ compliant by creating a simple and fast compliant handling system; Banks must let its customers feel safe and secured in any transaction; Banks should create a strong feedback system that enables them to relate effectively with customers and understand them better; Banks should fasten their service processes.

Keywords: Reliability, Responsiveness, Service Quality, brand advocacy, brand loyalty

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

Service Quality and Speed of Service in the Nigeria Police Force: The Roles of SERVICOM (Published)

This paper focused on service quality and speed of service in the Nigeria police force: the role of service compatibility (SERVICOM). The study specifically examined the effect of SERVICOM on the quality of service as well as timeliness of service in the Nigeria police force. Descriptive survey design was adopted through which structured questionnaire was used to collect data from the field. The population of the study comprised of all police officers from all ranks and files within Ekiti and Ondo States as well as consumers of police services. Convenience sampling technique was used to select 4,000 respondents which included 2,000 police officers from different ranks and files as well as 2,000 consumers of police services within the two states. Available data were analysed with the use of descriptive statistics as well as t-test for the formulated hypotheses. Findings showed that SERVICOM, if fully implemented, has significant effect on both quality and timeliness of service in the Nigeria police force. It was therefore recommended among others that an enhanced salary structure which will be globally competitive should be introduced into the Nigeria police force so as to enhance the quality of their services.


Keywords: Nigeria police, Service, Service Quality, Servicom, speed of service

Albanian Mobile Companies 4G Service Strategies Application (Published)

Albanian mobile market is made of three big players. In this paper the strategies and application for the 4G services of all the operators is discussed and compared. Main point which is tested and discussed in this paper is the quality of service offered by all operators according to their respective clients relative to the application of the strategies pertaining to mobile internet services, and in particular 4G and 4G+ services. The data is organized and gathered according to the SERVQUAL model and his paper is only one piece of a bigger study made in Albanian Telecommunications’ Market. Primary data is analyzed using SPSS. The findings are true and representative of the Albanian market, according to the validity test and the findings.

Keywords: 4G Services, Albania, Marketing Strategy, SERVQUAL, Service Quality, Telecommunication

Impact of Service Quality on Customer Trust, Purchase Intention and Store Loyalty, with mediating role of Customers’ Satisfaction on Customer Trust and Purchase Intention (Published)

Service Quality is most important dimension on which customer satisfaction is based. The main theme behind this research paper is to examine the impact of Service Quality on Customer trust, Purchase Intention and Store Loyalty where Satisfaction performs the role of mediator with Trust and Purchase Intention. Also, this study will analyze the impact of Store image on store Loyalty.  This study is conducted mainly under the context of Grocery shopping in Jeddah, Saudi Arabia. Sample of 322 has been taken by using convenient sampling. Results show that all predicted hypothesis has been accepted after conducting the regression test. Positive impact has been seen between service quality and trust, service quality and purchase intention, and service quality and store loyalty. Also mediating role of customer satisfaction has been seen on customer trust and purchase intention. Finding also reveals that store image positively impact the store loyalty. This study will be helpful for researchers for future consideration in Saudi Arabia which provide useful implications as well.

Keywords: Purchase Intention, Satisfaction, Service Quality, Store Loyalty, Trust, store image

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

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