British Journal of Marketing Studies (BJMS)

EA Journals


Service Branding and Performance of Insurance Firms in Ekiti State, Nigeria (Published)

The apparent poor performance in the insurance sector occasioned by poor service branding is the major factor that triggers this study. The study examined the influence of brand meaning, brand awareness, brand image and external brand communication on performance of Insurance firms in Ekiti State. Survey research design was adopted in executing the study with a population of 257 Insurance employees in Ekiti State. Since the population was relatively small, the entire population was used as a census. Primary data were collected using self-administered questionnaire distributed to employees of insurance companies in Ekiti State. The data generated from the questionnaire were subjected to statistical analysis and the hypotheses were tested using Correlation Coefficient with the aid of Statistical Package for Social Sciences (SPSS) version 25.0. The findings revealed that all the independent variables (brand meaning, brand awareness, brand image and external brand communication) have significant influence on performance of insurance firms in Ekiti State. Hence, the study concluded that a statistically significant and positive association exists between service branding and performance of Insurance firms in Ekiti State. Hence the study recommended that management of insurance companies should put strong policies on service branding in place so as to improve profitability and market share of insurance firms operating in Ekiti State.

Keywords: Branding, Organizational Performance, Service, insurance firms, service branding

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

Tourism Service Quality Affecting the Satisfaction of Foreign Tourists: A Case Study Of Ho Chi Minh City (Published)

In recent years, there is competition among tourist destinations that has been very drastically. This competition of service quality has forced destinations to restructure to increase their competitive and to attract tourists. Therefore, the study goal is to find out the determinants affecting the satisfaction of foreign tourists in Ho Chi Minh City (HCMC). The researchers surveyed 600 foreign tourists who are visiting HCMC destinations and answered 29 questions but sample size of 565 samples processed. The data collected from June 2019 to December 2019 in HCMC. Simple random sampling technique. Cronbach’s Alpha and the exploratory factor analysis (EFA) analyzed and used for Structural Equation Modelling (SEM) technique. Foreign tourists’ responses measured through an adapted questionnaire on a 5-point Likert scale. Finally, the finding of the study has tourism service quality factor which affecting the satisfaction of foreign tourists in HCMC with significance level 0.01.

Keywords: HCMC., Quality, Satisfaction, Service, Tourism

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


As for the continued and rapid increasing of Dubai as one of the world most targeted areas for businesses and investments, transportation has become one of the main challenges that face decision makers in Dubai. RTA thus was established to unify responsibilities previously spread between several governmental departments (Dubai Municipality and Police Department). Moreover, RTA adopted decentralization by establishing 8 separate agencies and sectors in order to achieve highest levels of flexibility. The “RTA Service Standards Manual” governs the entire portfolio of existing and news services offered by RTA. The Manual is considered imperative to unify and standardize the varied approaches that are taken today in service development and monitoring

Keywords: Approach, Customer, Decision, Dubai, Guidelines, Improvement, Initiative, Manager, Manual, Owner, Phase, Pilot., Process, Quality, SSM, Service, Standard, Template

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