E-SERVICESCAPE AND CUSTOMER PATRONAGE OF INTERNET BANKING IN DEPOSIT MONEY BANKS

This study was geared towards assessing the influence of e-servicescape on customer patronage of internet banking in deposit money banks. Its aim was to examine the influences of website aesthetic appeal, website usability, website security and website interactivity on customer patronage of internet banking services. Cross-sectional survey research design was adopted. The sampling technique adopted was purposive sampling, which facilitated data collection from 228 bank customers with internet banking experience through a structured questionnaire. The study adopted multiple linear regression method to statistically test the hypotheses of the study. Consequently, the study found that website usability, website security and website interactivity had significant positive influences on customer patronage of internet banking in deposit money banks, while the effect of website aesthetic appeal was found to be non-significant and negative. Therefore, the study made relevant practical implications and suggestions for further research. Keywords: E-Servicescape, Customer Patronage, Internet Banking, Deposit Money Banks, Website Aesthetic Appeal, Website Interactivit

AFTER-SALE SERVICES AND SUBSCRIBERS' SATISFACTION WITH TERRESTRIAL TELEVISION SERVICE PROVIDERS

This study centered on the effect of after-sale services on subscribers’ satisfaction with terrestrial television service providers. It was conducted to determine the effects of product delivery, installation service, warranty service and customer support on subscribers’ satisfaction with terrestrial television service providers. The study adopted cross-sectional survey research design. Primary data were obtained from 246 subscribers of terrestrial television service providers using a structured questionnaire. The data obtained for the study were statistically analyzed using descriptive statistics while the hypotheses of the study were tested using multiple linear regression. The findings of the study revealed that installation service (? = .444; p-value = .000 < 0.05) had the highest significant positive effect on subscribers’ satisfaction with terrestrial television service providers, followed by warranty service (? = .384; p-value = .003 < 0.05), product delivery (? = .352; p-value = .000 < 0.05) and customer support (? = .301; p-value = .000 < 0.05). Consequently, the study concluded that subscribers’ satisfaction with terrestrial television service providers could be effectively improved by applying after-sale service practices. To that end, the study provided practical implications for managers of terrestrial television service providers.  Keywords: After-sale Services, Subscribers’ Satisfaction, Terrestrial Television Services

MARKETING STRATEGIES AND PASSENGERS' ADOPTION OF RIDE-HAILING SERVICES

This study examined marketing strategies and passengers’ adoption of ride-hailing services. Its specific aim was to assess the influences of marketing communication, service quality, relationship marketing, and E-marketing strategies on passengers’ adoption of ride-hailing services. The study adopted a cross-sectional survey research design. A structured questionnaire was adapted to obtain primary data from 277 passengers of Bolt ride-hailing service, while multiple linear regression was adopted to test the hypotheses developed for the study. Consequently, the study found that relationship marketing strategy had the highest significant positive effect on passengers’ adoption of ride-hailing services, followed chronologically by E-marketing, service quality, and marketing communications. Therefore, the study concluded that marketing strategies have a significant and positive influence on passengers’ adoption of ride-hailing services. The study further made practical implications and provided an agenda for future research. Keywords: Marketing Strategies, Passengers’ Adoption, Ride-Hailing, Ride-Sharing

CELEBRITY ENDORSEMENT AND CONSUMER BUYING BEHAVIOUR TOWARDS TELECOMMUNICATION SERVICES

This study examined the influence of celebrity endorsement on consumer buying behaviour towards telecommunication services. It sought to determine the influences of celebrity credibility, celebrity attractiveness and celebrity popularity on consumer buying behaviour towards telecommunication services. Exploratory research design was adopted. Primary data were obtained from 133 telecommunication service subscribers using a structured questionnaire. Data analysis was done using descriptive statistics and multiple linear regression was adopted for hypotheses testing. The study found that celebrity popularity (? = .430; p-value = 0.000 < 0.05) had the highest significant positive influence on consumer buying behaviour towards telecommunication services, followed by celebrity credibility (? = .357; p-value = 0.000 < 0.05) and celebrity attractiveness (? = .215; p-value = 0.002 < 0.05). Therefore, it was concluded that celebrity endorsement has a significant positive influence on consumer buying behaviour in the context of telecommunication services. Consequently, pertinent recommendations were made for possible implementation by industry practitioners. Keywords: Celebrity Endorsement, Consumer Buying Behaviour, Telecommunications, Consumer Persuasion Mode

SOCIOLOGICAL FACTORS AND CONSUMER BUYING BEHAVIOUR TOWARDS FASHION CLOTHING

This study focused on sociological factors and consumer buying behaviour towards fashion clothing. It was carried out to determine the effects of family, peer group, reference group and culture on consumer buying behaviour towards fashion clothing. The study adopted cross-sectional survey research design. A structured questionnaire was used to obtain primary data from 185 consumers of fashion clothing. Data analysis was done using descriptive statistics, while hypotheses testing was done using multiple linear regression. Consequently, the findings of the study revealed that culture (? = .507; p-value = 0.000 < 0.05) had the highest significant positive effect on consumer buying behaviour towards fashion clothing, followed by family (? = .244; p-value = 0.000 < 0.05), reference group (? = .238; p-value = 0.000 < 0.05) and peer group (? = .085; p-value = 0.005 < 0.05). The study concluded that sociological factors are key determinants of consumer buying behaviour towards fashion clothing and made practical implications to that effect. Keywords: Sociological factors, Consumer Buying Behaviour, Fashion Clothing, Social Influence Theory

Service quality delivery and consumers’ choice of fast-food outlets

This study examined the effect of service quality delivery on consumer’s choice of fast foods outlets. Cross-sectional survey research design was adopted. Primary data was collected from respondents using structured questionnaire. Simple regression in the Statistical Package for Social Science (SPSS) was adopted to analyze the data collected. Consequently, it was found that service tangibility, reliability, responsiveness, assurance and empathy had significant effects on consumer’s choice of fast foods. Thus, it was recommended amongst others, that fast food outlets should be more responsive to consumers’ service requirements by rapidly eliciting and resolving consumers’ enquiries and complaints; consistently deliver fast, strong and reliable service; ensure their personnel treat consumers with politeness and consideration at every point of service encounter and constantly seek ways to offer freshness in order to remain relevant in the market place

Effect of Promotional Mix on the Marketing of Insurance Services

This study was on the effect of promotional mix on the marketing of insurance services. It aimed to examine the effects of advertising, personal selling, public relations, and direct marketing on the marketing of insurance services. A cross-sectional survey research design was adopted. Primary data were obtained from 182 employees of four (4) insurance companies using a structured questionnaire. The hypotheses developed for the study were statistically tested using inferential statistics (multiple linear regression) in the Statistical Package for the Social Sciences (SPSS 23). Consequently, it was found that advertising, personal selling, and direct marketing had significant positive effects on the marketing of insurance services, while public relations had a negative and non-significant effect on the marketing of insurance services. Therefore, the study concluded that the marketing of insurance services could greatly be improved through the implementation of promotional mix strategies such as advertising, personal selling, and direct marketing

E-marketing Strategies and Performance of Small and Medium-sized Enterprises: A New-normal Agenda

This study examined E-marketing strategies and performance of small and medium-sized enterprises: A new-normal agenda. It aimed to explore the effects of social media marketing, online advertising, and email marketing on the performance of SMEs in the new-normal era. The study adopted a cross-sectional survey research design. It used a structured questionnaire to obtain primary data from 295 operators of SMEs. The hypotheses developed for the study were statistically tested using multiple linear regression with the aid of the Statistical Package for the Social Sciences (SPSS 23). The findings of the study revealed that social media marketing, online advertising, and email marketing had significant positive effects on the performance of SMEs in the new-normal era. Therefore, the study recommended that SMEs adopt social media platforms (such as Facebook, Instagram, and WhatsApp); online advertising tools (such as search engine, display, and website advertising); and email marketing tools (such as welcome email, email newsletters, and dedicated email promotions) to promote their products and services in order to enhance sales and marketing performance. Suggestions for further studies are also made as a guide for intending researchers

Trade sales promotion and distributors’ performance of fast-moving consumer goods (FMCGS)

This study examined trade sales promotion and distributors’ performance of fast-moving consumer goods (FMCGs). It was carried out to establish the effects of trade allowance, dealers’ contest and rebate on distributors’ performance with special reference to fast-moving consumer goods. The study adopted survey research design. The sampling technique adopted was judgmental sampling. Primary data were obtained from 218 retailers and wholesalers of fast-moving consumer goods using a 5-point Likert scale questionnaire. The hypotheses developed for the study were tested using simple linear regression. Consequently, it was found that rebate had the highest significant positive effect on distributors’ performance, while trade allowance and dealers’ contest had the second and third-highest significant positive effects on distributors’ performance of FMCGs respectively. Therefore, the study concluded that trade sales promotion strategy has a significant positive influence on distributors’ performance in the context of fast-moving consumer goods (FMCGs). The study also made practical and theoretical implications for further research

Positive Psychology and Its Application in Marketing: An Appraisal

This study took a critical appraisal of positive psychology with the aim of exploring its application in the practice of marketing from the standpoint of extant literature. The main purpose of this paper was to expatiate on the several ways in which contemporary marketing organizations are applying positive psychology’s principles and concepts in their operations. The study adopted desk research methodology, which relied on published literature in several relevant journals. From extant literature reviewed, it was highlighted that positive psychology is a relatively new field of psychology concerned with promoting positive emotions, positive character traits, positive institutions and positive relationships in the society. Given its enormous potential, positive psychology is rapidly being applied by marketing organizations in several ways including: emotion-based marketing, product personalization, social proof, brand storytelling, influencer marketing, gamification, social media marketing, and sustainability marketing. For its effective implementation in marketing, we have recommended, among others, that marketers should use positive psychology to highlight features that enhance well-being, promote personal growth, and contribute to positive experiences of customers; marketers should craft promotional messages and experiences that evoke positive emotions (such as joy, gratitude, and inspiration) and resonate with customers on an emotional level; marketers should also highlight social proof and create a sense of community around their brand to enhance trust and belonging by showcasing customer testimonials, reviews, and success stories. The application of these insights will ensure that marketing campaigns and operations not only create value for customers, but also promote positive wellbeing, character traits and positive emotions among customers