Sales Promotion and Consumer Loyalty: A Study of Nigerian Tecommunication Industry

In today’s competitive business world customers are considered to be kings. Customers have several choices to make among alternative products, and they exercise a high level of influence in the market with respect to product size, quality and price. Hence, it is important for producers to meet the needs of customers in order to stay competitive. One of the marketing communication tools that is used in attracting the attention of the customer and build their loyalty is sales promotion. The aim of this paper therefore is to determine the effect of sales promotion on customer loyalty in the telecommunication industry. In this study, the survey method was used in gathering information from the respondents. Simple random sampling was used to select a sample size of 310, while descriptive and inferential statistical analyses were conducted with the aid of SPSS software. Producers spend a large part of their total marketing communication expenses on sales promotion. Hence, this paper attempts to find the effect of sales promotion on customer loyalty using a sample of customers of mobile telecommunication services. The paper found that, there is positive relationship between sales promotion and customer loyalty. More importantly, it was discovered that non-loyal customers are more prone to switch to competing products as a result of sales promotion than loyal customer

A sustainable village phone model to serve the rural developing world

Wireless technologies have created an unprecedented opportunity for rural customers in the developing world to solve their communication and information problems in an instantaneous, interactive and customized way. The framework of the study focuses on existing mobile village phone model in Bangladesh and suggests ways to make it sustainable through mobile information services marketing. The study has treated ‘village phone’ as a cost effective and interactive channel through which various time befitting information can be marketed to serve customers in the rural settings

A framework for modelling mobile radio access networks for intelligent fault management

Postprin

Stochastic Geometry Modeling of Cellular Networks: Analysis, Simulation and Experimental Validation

Due to the increasing heterogeneity and deployment density of emerging cellular networks, new flexible and scalable approaches for their modeling, simulation, analysis and optimization are needed. Recently, a new approach has been proposed: it is based on the theory of point processes and it leverages tools from stochastic geometry for tractable system-level modeling, performance evaluation and optimization. In this paper, we investigate the accuracy of this emerging abstraction for modeling cellular networks, by explicitly taking realistic base station locations, building footprints, spatial blockages and antenna radiation patterns into account. More specifically, the base station locations and the building footprints are taken from two publicly available databases from the United Kingdom. Our study confirms that the abstraction model based on stochastic geometry is capable of accurately modeling the communication performance of cellular networks in dense urban environments.Comment: submitted for publicatio