Marketing Effectiveness and Business Performance: The Study of Hospitality and Tourism Organizations in Nigeria

The concept of marketing effectiveness has been extensively discussed because of its strong association with many valuable organizational outcomes such as stable, long-term growth, enhanced customer satisfaction, a competitive advantage and a strong marketing orientation (Nwokah and Ahiauzu, 2009). Despite the avalanches of studies on marketing effectiveness, there seems to exist a scarce literature on its conceptual measures. Kotler (1977, 1997) operationalised marketing effectiveness as Amalgam of five components, notably: customer philosophy, integrated marketing organization; adequate marketing information, strategic orientation; and operational efficiency. Later, Appiah-Adu et al (2001), Nwokah and Ahiauzu (2008,2009) adopted the earlier measures but further argued that, the basis of studying marketing effectiveness is to first identify the importance of studying the market, recognize its  numerous opportunities, then selecting the most appropriate segments of the market to operate in and endeavoring to offer superior value to meet the selected customer’s needs and wants.   Nwokah (2008) in his study on Marketing in governance: leader-managerial practices for efficiency in competency-based administration and transformational marketing model argue that marketing effectiveness of a firm is achievable if the firm has suitable staff to enable it perform marketing analysis, planning and implementation. Sequentially, marketing effectiveness calls for management to have sufficient information for the purpose of planning and effective resource allocation to varying markets, products and territories (Nwokah and Ahiauzu, 2008, 2009). Marketing effectiveness is also contingent upon the adeptness of managers to deliver profitable strategies from its philosophy, organization and information resources

Online Shopping Experience and Customer Satisfaction in Nigeria

This study reported in this paper discussed the online shopping experience in Nigeria and its effects on customers’ satisfaction. Nigeria population is so large with a total of states with Abuja as the Federal capital. Because of the difficulties in ascertaining the population of online shopping in Nigeria, the population from previous study was used. This descriptive study adopted multiple regression analysis in establishing the relation between customers’ online shopping experience and theirs level of satisfaction.  The study observed that though online shopping experience in Nigeria is very recent not having ten years’ experience, it is increasingly growing. The adoption of online e-tail from the both sides of the buyers and sellers are rapidly increasing. Customers’ intention to continue shopping online is of a very high side. Though, it still has its numerous challenges. The study recommends that Nigeria Government, e-tailers and the online community involve in online shopping, could engage more creative awareness on online shopping. Attention could be paid to mitigating the identified challenges of online shopping experience in Nigeria

Impact of Social Network on Customer Acquisition in the Banking Industry in Nigeria

This article reports the result from the study of the impact of social network on customer acquisition in the Nigeria banking sector. This hypothesis study adopted a quantitative paradigm and correlational investigation to establish the association between the dimensions of social networks and customer acquisition. A 53 item questionnaire was used to elicit responses from 320 respondents conveniently sampled on the basis of those who indicated interest to participate in the study. Both descriptive and inferential statistics were used to analyze the data from the survey. The study established the association between social network and customer acquisition with the Facebook accounting to the highest social network media that the banks have used to acquire and interact with their customers. The study recommends after establishing the current use of social network for customer acquisition in the Nigeria bank, for improvement

Customer Relationship Management and Service Quality: a qualitative study

This study examined customer relationship management effectiveness and Service quality on international customers in a single University in the UK higher education sector. We adopted the qualitative research design with focus group interview approach. Focus group discussions were carried out with twelve purposively sample units of analysis from the case University. The study primary data was analysed using thematic template technique with Nvivo 10. The study found that the CRM programme of the case University is effective following the various students‟ oriented social and academic programs. Findings also showed that its CRM program influenced international students‟ satisfaction and positive advocacy behaviour. The study found six emerging themes for evaluating customer relationship management effectiveness in the higher education sector. Thus, recommended the need for strategic policy makers in the higher education sector to enhance investments on building stronger customer relationship management infrastructure.KEYWORDS: Customer Relationship Management, Service Quality, Qualitative Stud

Social Studies in Nigeria Through the Lens of Biesta’s Three Functions of Education

This paper focuses on the examination of Social Studies Education in Nigeria with respect to the view of Gert Biesta’s three functions of education; qualification, socialization, and subjectification functions. It also discussed the concepts and definitions of Social Studies, the aims, goals and objectives of social studies in Nigeria, as well as the views of education by some scholars. Furthermore, the analysis and summary of Professor Biesta’s three functions of education were presented with emphasis on the socialization function. Comparison was drawn as well as the challenges of social studies in Nigeria. Recommendations were also made. Selected anthologies borrowed in the course of putting this paper together were also acknowledged

The Influence of Celebrity Advertising On Consumer Brand Preference in Nigeria: Case Study of Chivita

This study focuses on examining the perception of Nigerian Consumers about the celebrity endorsement process and the subsequent impact on their preference of brands. Competing in a turbulent and competitive business landscape requires organizations to continuously introduce innovative products which meet the trends, lifestyles and expectations of customers. Advertising is the most common and effective tool used in creating awareness and convincing customers about the brand name. There are various types of advertising and one of the most common current advertising forms is celebrity endorsement advertising. The objective of this study is to gain a deeper understanding of the influence of celebrity advertising leading to brand preference of consumers in fruit juice related products. Specifically, this research examines the level of respondents’ awareness of celebrity endorsement on chi vita, how celebrity endorsement influences consumers’ preference of chi vita; if the celebrity endorsement influences consumers intention to purchase chi vita, how loyal the respondents are to the brand of chi vita; how celebrity endorsement influences consumers loyalty of chi vita; the effects of changes in celebrity adverts on the consumers preference for chi vita. The findings revealed that celebrity endorsers do impact the consumers in some ways as they refer to the celebrities as an important reference group but the impact is not so significant. It is also found that Nigerian consumers perceive the celebrity endorser as a role model who influences their brand preference

Building Marketing Managerial Competences Through Emotional Intelligence

The purpose of this chapter is to build marketing managerial competences model through emotional intelligence. A 32-item questionnaire was developed and 215 corporate organizations in Nigeria were selected as sample for this study. Hand delivery survey was conducted from key informants in the organizations. The results of the study validated the research instruments and found a strong association between emotional intelligence and marketing managerial competences of corporate organizations in Nigeria. The main finding is that emotional intelligence leads to marketing managerial competences. This paper reinforces confidence on how marketing managerial competences can be built and developed through managers’ emotional intelligence. Keywords: Emotional-intelligence, Marketing, Management, Competence, Nigeri

Brand Trust and Customer Retention: A Survey of Branded Automobile Dealers in Port Harcourt

Brand trust has been recognized as an important factor that strongly influences customer loyalty. However, there has been little empirical research into brand trust and customer retention in the marketing literature. In this study we investigate the relationship between brand trust and customer retention and its impact on the automobile dealers in Port Harcourt This research adopts convenience sampling method to carry on a questionnaire and takes customers of the auto dealers  as a research sample, and send 512 questionnaires and receive 474 questionnaires, the receive rate is 92.5% The study adopts the SPSS software package carrying on by statistical analysis, descriptive statistics factor analysis z-test for a single sample cohens-d estimated effective sample size. It is proved that there is a strong relationship between brand trust and customer retention besides, word of mouth communication was observed to strongly moderate between brand trust and customer retentio

The Socio-Economic Impact of Globalization in Nigeria

The aim of this study is to assess the socio-economic impact of globalization in Nigeria; and to compare the differences of these impacts in the public and private sectors in Nigeria. The study adopted a survey method through the use of close-ended questionnaire from the results of two pilot studies to elicit information from 233 staff of the Nigeria private and public sectors. Returned instrument were analyzed using both descriptive and inferential statistics; descriptive statistics – mean and standard deviation was used to respond to the research question and the independent sample t-test was used to assess the differences in socio-economic impact of globalization as perceived by the Nigeria private and public sectors. The study found skill development, commitment to and positive work attitude as major area globalization has impacted socio-economic development in Nigeria public and private sectors. Statistical evidence from this paper shows significant differences in the socio-economic impacts of globalization Nigeria private and public sectors were identified, with the private sector being more committed than Nigeria public sector. A recommendation for further study to investigate the results and conclusion of this study in other sector of the economy and possibly in other Africa developing nation is made

Customers’ Involvement and Retention of Deposit Money Banks in Port Harcourt

The success of any firm depends on its ability to consistently satisfy and build total trust with its customers.  This cannot be achieved if customers are not involved in the production and commercialization process of the organization anchored by market orientation. This study investigates the influence of customers’ involvement on customer retention of deposit money banks in Port Harcourt.  Customers’ involvement has become pertinent for organizational success because it helps management to utilize a model good enough to explain, predict, create and deliver customers’ expectations and wishes for a particular brand. The study population had 324 officials of the 21 existing deposit money banks in Port Harcourt listed in the Nigerian stock exchange .A cross sectional survey research design was adopted; primary data was sourced from one hundred and sixty-six (166) staff of seven (7) deposit money banks in Port Harcourt through administering questionnaires to the sample of one hundred and seventy-nine (179). The data were analyzed and interpreted into meaningful information with descriptive and inferential statistical tools; percentages, bar chart, graph and regression analysis with the aid of Statistical package for social sciences (SPSS) statistical software. Five equations where formulated, and their level of significance were tested. Model one (Ho1) with a correlation coefficient R value of 0.325 shows a positive but weak relationship between coaching and customer satisfaction in deposit money banks in Port Harcourt. Model two (Ho2) with a R2 value of 0.428 also shows that the relationship between coaching and total trust is positive but weak. The R2 value of model three (Ho3) is 0.708 which shows a positive and strong relationship between partnering and customer satisfaction and model four (Ho4) with a R2 value 0.716 shows partnering and total trust are statistically significant so is model 5a,b (Ho5a,b) with R2 values of 0.856 and 0.678 respectively. The study concludes that customers’ involvement does not have a strong positive, significant influence on customer retention without the aid of market orientation. Hence, the continuous improvement of market orientation is recommended to retain and involve customers in deposit money banks in Port Harcourt to create utility, delight that will keep profitable customers clued to the organization.