Assessing The Relationship Between Service Quality And Customer Satisfaction; Evidence From Nigerian Banking Industry

It is the performance of service that creates true customers: customers who buy more and who influence others to buy .However, Nigerian Banks have been found to be characterized by poor service quality. This study was therefore carried to examine the relationship between service quality and customer satisfaction. Two hypotheses were formulated in this study and appropriate statistical techniques employed to test the hypotheses were multiple regression and correlation. The study reveals that service quality has significant effect on customer satisfaction. The result also show that there is a relationship between gender and customer service. Conclusion was drawn and it was recommended based on the findings of the study that the banks should focus more on their customers rather than on the products and services, which they sell because customers are the true business of every compan

Relationship Marketing and Customer Satisfaction: a Conceptual Perspective

This article examined the existing body of literature on transaction and relationship marketing. The specific objectives were to develop a conceptual framework to establish the relationship between relationship marketing and customer satisfaction and to examine the components of relationship marketing on the present ever dynamic world of business. The study identified relationship marketing variables and their impact on customer satisfaction. The framework aimed to provide insights into the studies on relationship marketing factors such as trust, commitment, communication, and service quality influence on customer satisfaction. The model provided a basis for empirical studies on the factors of relationship marketing and outcomes of customer satisfaction in developing nations. The study recommends that relationship marketing dimensions such as building customer\u27s trust, commitment to customers, communication, and service quality should be properly managed and maintained by service providers in Nigeria. This helps in building customer satisfaction and in the long-run customer loyalty

Empirical Analysis of Marketing Mix Strategy and Student Loyalty in Education Marketing

This study examines the impact of marketing mix strategies on student loyalty. The objectives of the study are to determine the relationship between instructional quality and active participation of the student, to examine the significant relationship between the competence of faculty and staff of the university, to determine if the distribution strategy of a university affects the repeat purchase retention of the students and willingness to recommend the university to others. The study uses survey method with four hypotheses which were later tested with correlation and regression test statistics. Findings show that there is a significant relationship between the impact of the marketing mix and student loyalty. The study recommends that there is a need for institutions to train their staff on how to maximize the use of the marketing mix to the institutions advantage; there is a need for an institution to be highly proactive in tracking customers’ feelings. DOI: 10.5901/mjss.2014.v5n23p61

Capitalizing on Game Theory for Optimal Marketing Decision in Service Industry: Evidence From Telecommunication Industry in Nigeria

This article aims to capitalize on game theoretic techniques for optimal service marketing decision based on existing literature review. The study collated relevant literature and reviewed the relationship that exists between game theory and marketing mix—product, price, place, and promotion within the Telecommunication industry. Using the game theory techniques—prisoner’s dilemma, Cournot model, Bertrand model, quasi-game model, Stackelberg model for making marketing decisions—the article shows that there is a consensus among scholars that game theoretic techniques facilitate product, pricing, promotion, and distribution decision in the service industry. In addition, an integrated marketing mix model was developed to support this study

Stakeholder Engagement Practices and Corporate Reputation of Telecommunication Firms in Nigeria

Corporate reputation is a subject of concern both in the academic and business environment. These concerns about corporate reputation by stakeholders in both the internal and external environment has posed a challenge for organizations. These concerns range from managing corporate reputation to also effectively and efficiently engaging stakeholders through practices that aid in enhancing corporate reputation. This is because stakeholders are crucial to the way an organization is being perceived both internally and externally. The aim of this paper is to provide a conceptual framework for comprehending the impact of stakeholder engagement practices on corporate reputation of telecommunication firms using stakeholder theory. Also, it suggests a direction for all stakeholders of the telecommunications industry