Assessing the Effects of Consumer Sales Promotion and Consumer Buying Behaviour in the Telecommunication Industry of Nigeria (Published)
The study aims to investigate the effects of consumer sales promotion on consumer buying behaviour in the Nigerian telecommunication industry. 280 customers of the major telecommunication firms in Lagos were conveniently selected to administer questionnaire on. The SPSS version 23 was employed for data analysis. The study’s findings revealed among other things that management commitment, heightened competition, rising advertising cost and the desire to increase sales volumes were the reason why telecommunications firms in Nigeria adopt consumer sales promotion. Additionally, it was also revealed that pilfering of premiums, difficulty in raising the prices of product/service once they were discounted, a great deal of experience is required to execute consumer sales promotion are the challenges found to be associated with the use of consumer sales promotion in the telecommunication industry in Nigeria. Notwithstanding these challenges, majority of these methods were found to impact consumer buying behaviour significantly. On the basis of the findings, the study, recommends that telecommunication firms should focus on using the consumer sales promotion methods such as buy-one-get-one-free and price discount as an effective marketing strategy to topple the competition and to increase sales. However, since management’s commitment is vital in making the consumer sales promotion successful, the firms should get management committed to the marketing strategy. Given that the cost of advertising is on the rise, the strategy can save the firms some money. Also, since the use of consumer sales promotion is associated with some intricate challenges, the telecommunication managers should tread cautiously when considering the strategy. Management should consider people with expertise or well-vexed individuals to execute this strategy to reduce pilfering of premiums, mal-redemption and to be able to adjust price once the promotion is over
Keywords: Consumer Behaviour, Consumer sales promotion, Telecommunication
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
Service Quality and Customer Satisfaction in Nigerian Mobile Telephony (Published)
The Telecommunication industry in Nigeria has developed to be very competitive, as different Telecom companies jostle for the attention of subscribers. However, one of the key challenges confronting these companies is how they manage their service quality, which holds a grea deal to customer satisfaction. It is against this backdrop that this research seeks to empirically measure how service qualiy/delivery impact on customer satisfaction of Mobile Telecommunication providers in Nigeria. The data used for this study were obtained using a structured survey questionnaire. The questions were close ended and used a 5 point Likert-scale. The sample consists of 532 mobile subscribers in Nigeria, using a simple random sampling technique spread across all the six geo-political zones in the country while a proportionate sampling approach was adopted by the researcher to give a fair representation to the service providers using the proportionality formula. The data obtained from the survey were analysed using the Statistical Package for Social Sciences (SPSS), Version 20. The survey was restricted to subscribers using the four major GSM mobile phone operators. The research determined that a relationship exist between service quality/delivery and customer satisfaction, also between SERVQUAL reliability dimension and customer satisfaction and between customer satisfaction and switching intention among mobile phone users in Nigeria. The results have indicated that the two constructs ( SQ and CS ) are undeniably independent but are closely related and without a doubt, potential partners, implying that an increase in one is likely to cause a change in another. It is therefore recommended that with the ever-increasing influence of the Nigeria Communications Commission (NCC),and the continous complying with is one major strategy that the companies must adopt to remain cost-effective.
Keywords: Customer Satisfaction, Mobile Telephony, Nigeria, Service Quality, Telecommunication
Customers’ Preference of Mobile Phone Service Providers in Ekiti State, Nigeria (Published)
The objective of the study is to examine customers’ preference for mobile phone service providers in Ekiti State. Survey research designed was adopted while a self developed structured questionnaire was used to collect data. Data was analysed using multiple regression analysis through Statistical Package for Social Sciences (SPSS) version 20. The significance levels were tested at 5%. Findings show that connectivity was considered most significant with customers’ preference for mobile phone service providers in the state. Arising from finding, the study recommended that management of service providers should give more attention on improving their connectivity, relax their tariff rate and consistently scan the business environment to discover a particular marketing tool that gives desirable result. In ranking, the result shows that connectivity came first, followed by tariff rate and next was network coverage and finally quality of service.
Keywords: Connectivity, Customer’s Preference, Mobile Phone Service Providers, Tariff Rate, Telecommunication