- Volume 11, Number 2 (2023)
ROOTS OF RESILIENCE: ECOLOGICAL MARKETING PRACTICES AND THEIR CONTRIBUTION TO AGRICULTURAL ECONOMIC SUSTAINABILITY IN THE NIGER DELTA
Esther Chinyere Okafor
This study focuses on the ecological sustainability marketing activities of oil firms and their impact on the quality of agricultural economic well-being of oil-bearing communities in Niger Delta. The activities of oil production have an impact on the ecological marketing practice of oil firms, which is defined by activities that protect, improve, sustain and preserve the ecological system to satisfy consumers’ needs and the well-being of society. However, oil firms appear to overlook the value of agricultural economic sustainability with incessant oil pollution in Niger Delta, which destroys the flora and fauna and harms the ecosystem. The study highlights the...
LOYAL CONNECTIONS: A DEEP DIVE INTO THE IMPACT OF PRODUCT, PRICE, PROMOTION, AND DISTRIBUTION STRATEGIES ON BRAND LOYALTY WITHIN THE NIGERIAN TELECOMMUNICATION DOMAIN
Christopher Chijioke Amadi
This study aims to examine the impact of marketing mix elements on brand loyalty in the Nigerian telecommunication industry. Through a descriptive survey design and stratified sampling technique, 100 employees and consumers were selected from selected telecommunication firms in Asaba, Delta State. The study found that distribution strategy has a significant relationship with product management and that telecommunication firms use an integrated marketing communications strategy as their major promotion strategy. The study concludes that telecommunication firms should use price promotion strategies, such as price discounts, free samples, and bonus packs, to increase customers’ intention to purchase their products and hence,...
TELECOM TIES: EXAMINING THE SIGNIFICANCE OF RELATIONSHIP MARKETING IN CUSTOMER RETENTION STRATEGIES
Emmanuel Oluwaseun Adewale
This study examines the impact of relationship marketing on customer retention in the telecommunications industry with a focus on customer care, communication, trust-building, and service quality. Data was collected from 198 MTN Nigeria Plc and Globacom Nigeria Plc customers in Calabar using a structured questionnaire and analyzed using multiple linear regression. The findings indicate that customer care, communication, trust-building, and service quality significantly and positively influence customer retention in the telecommunications industry. The study recommends that telecommunications companies improve their customer care capabilities, communication channels, and consolidate customer trust in their service delivery capabilities. The literature review highlights relationship marketing,...