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

CELEBRITY ENDORSEMENTS AND PRODUCT PERFORMANCE: A STUDY OF NIGERIAN CONSUMER MARKETS

The Nigerian economy has experienced increased launching of consumer products; this is occasioned by the level of competition in the country. As such consumers are exposed to large number of product-related communication messages in primetime television and newspaper content. One commonly strategy adopted by manufacturers of consumer products is the use of celebrity endorsement with it attendance cost and other risks. The main objective of this study is to establish if there is a relationship between brand positioning, purchasing decisions, brand equity and celebrity endorsement. A survey of 142 respondents was used and the data was analyzed with Structural Equation Model. The results indicate that trust, level of expertise and the fit between the celebrity and the product have positive impact on product performance. However, it was discovered that attractiveness of the celebrity and the similarities between the celebrity and the receiver has little effect on product performance. Therefore, organizations desirous of making use of celebrity in promoting their products should evaluate the attributes of the celebrities that will enhance product performance

Entrepreneur Psychological Traits and Performance:Implications for Nigerian Non-oil SMES Exporting Companies

The purpose of this paper is to investigate the impact of psychological traits on performance of small and medium sized (SMEs)exporting firms in a developing country. The study made of survey method to reach one hundred and twenty three firms. Descriptive and inference statistics were used to test the hypotheses. The results showed that the psychological traits tested (need achievement, locus of control and selfefficacy)are related among themselves and positively related to performance of the studied firms. Subjective measures were used to test performance. The findings are in line with some other studies using similar variables. The major contribution of this paper is it’s the relationship between entrepreneurial psychological traits and performance in a developing African country like Nigeri

Ethical Dilemmas In Management: An African Perspective

The modern workplace is composed of people with diverse backgrounds in terms of nationality, culture, religion, age, education and socioeconomic status. Each of these people enters the work with different values, goals, and perceptions of acceptable behaviours. The diverse background creates ethical challenges for individuals as well as managers. There are issues and decisions that are to be made by workers in the organization that have implications for their job security and salary, and success of the organization. Pressure may be on the workers to protect their own interests, sometimes at the risk of losing personal and corporate integrity. This paper attempts to evaluate ethical dilemmas and conflicts from an Africa perspective, bearing in mind different value systems between western and African nations

Switching Cost and Customers Loyalty in the Mobile Phone Market:the Nigerian Experience

Switching cost is one of the most discussed contemporary issues in marketing in attempt to explain consumer behaviour. The present research studied switching cost and its relationships with customer retention, loyalty and satisfaction in the Nigerian telecommunication market. Based on questionnaire administered to customers in the mobile telecommunication industry; the study finds that customer satisfaction positively affects customer retention and that switching cost affects significantly the level of customer retention. However, the effect of switching barriers on retention is only significant when customers consider to exit

Strategic Orientations and Technology Policy: An Empirical Test of Relationship in Developing Countries

There is a growing awareness of the pivotal role of technology in securing and maximizing competitive positions. This study based on primary data from two banks in Nigeria examines the relationship between technology policy and strategy dimensions. Differentiation and futurity strategy dimensions were found to be marginally dominant in the managerial practices of these firms. In addition, the study found new evidence of relationship between the strategy dimensions; and the pattern of relationship between technology policy and strategic orientations indicate the use technology to foster defensive behaviours rather than securing competitive edge. Futurity orientation was also found not to be significantly related with most of the technology policy dimensions investigated. These results are expected to provide management and management theorists with valuable practical insight into the relationship between pattern of strategic orientation and technology policy

Measuring Retail Service Quality in Nigerian Departmental Stores

The Nigerian economy is experiencing a boom in the retail sector of Departmental Stores.The sector is becoming increasingly competitive with the entry of foreign and multinational retail stores. Extant literature indicates that loyalty of the customers can be maintained with service quality. Consequently, the current study attempts to measure service quality among Nigerian departmental stores using Dabholkar, Thorpe & Renz (1996) Retail Service Quality Scale (RSQS) instrument to gauge customers’ satisfaction with the retail service quality in the Nigerian Retail sector. Four hundred and seventy eight customers of three major departmental stores in central Lagos, Nigeria were used for the study. Data generated was analyzed using factor analysis, correlation and hierarchical regression analysis to test the relationships of the ¿YH GLPHQVLRQV RI 5646 DQG FXVWRPHU VDWLVIDFWLRQn 7KH VWXG\ IRXQG 5646 WR EH D XVHIXO WRRO for evaluating retail service quality in retail sector of departmental stores. Physical dimension, UHOLDELOLW\, SHUVRQDO LQWHUDFWLRQ DQG SUREOHP VROYLQJ ZHUH DOVR IRXQG WR VLJQL¿FDQWO\ DIIHFW customers’ satisfaction, while policy was found not to have similar effect within the Nigerian environment

Internal Marketing Practices and Job Satisfaction: Evidence from a Nigerian University Setting

This study investigated internal marketing practices and its relationship with job satisfaction in a Nigerian university environment. Results indicated internal marketing as having resultant effects on three major areas or components; understanding of organizational vision and values,quality delivery of external marketing as well as quality delivery of interactive marketing. It was also established that there was strong and positive relationship between internal marketing and job satisfaction. The research measures showed good psychometric values. These findings were discussed and situated within the Nigerian university environment. It was recommended that the university should place more emphasis on internal marketing practices thereby enhancing the quality delivery of both interactive and external marketing of the university. The university was advised to promote extrinsic job satisfaction among its staff. Areas of further studies were also suggested

ENTREPRENEUR PSYCHOLOGICAL TRAITS AND PERFORMANCE: IMPLICATIONS FOR NIGERIAN NON-OILSMES EXPORTING COMPANIES

The purpose of this paper is to investigate the impact of psychological traits on performance of small and medium sized (SMEs) exporting firms in a developing country. The study made of survey method to reach one hundred and twenty three firms. Descriptive and inference statistics were used to test the hypotheses. The results showed that the psychological traits tested (need achievement, locus of control and self-efficacy) are related among themselves and positively related to performance of the studied firms. Subjective measures were used to test performance. The findings are in line with some other studies using similar variables. The major contribution of this paper is it’s the relationship between entrepreneurial psychological traits and performance in a developing African country like Nigeria.Psychological traits; need achievement; locus of control; self-efficacy; performance

Determinants of Customer Loyalty and Recommendations to Others in the Nigerian Telecommunication Industry

Determinant of Customer Loyalty and Recommendations to other in the Nigerian Telecommunication Industry This study presents empirical evidence on the determinants of customers’ loyalty and recommendations to others in the mobile phone market in developing economy. Results of analyses of data obtained from 135 customers of mobile telecommunication companies in Nigeria indicate that customers’ loyalty is a significant predicator of recommendations to others. In addition, while corporate imag