Pub Date : 2023-01-15DOI: 10.37745/bjms.2023/vol11n14058
Hannah Emuobosa Vwighren
This paper examines the relationship between digital advertising and consumer purchasing behaviour in Delta State, Nigeria. Backed by the theory of Technological determinism, data from 392 respondents were analyzed in a sample survey using structured questionnaires. Findings show respondents are aware of the nature of digital advertising, such as pop-up advertising; email advertising; social media; search engine optimization (SEO); pay-per-click (PPC) as available channels. Also important is the pattern of consumer buying behaviour, which is largely based on stringent factors. There is also a realization that digital advertising is informative. entertaining and relaxing, but incredibly unnerving. The implication is that digital advertising is ubiquitous in Delta State, but consumers do not trust digital advertising, though it is considered informative. The Social impact is that there is hype about digital advertising invading Delta State, but the process is far from gullible.
{"title":"Influence of Digital Advertising on Consumers Buying Behaviour in Delta State","authors":"Hannah Emuobosa Vwighren","doi":"10.37745/bjms.2023/vol11n14058","DOIUrl":"https://doi.org/10.37745/bjms.2023/vol11n14058","url":null,"abstract":"This paper examines the relationship between digital advertising and consumer purchasing behaviour in Delta State, Nigeria. Backed by the theory of Technological determinism, data from 392 respondents were analyzed in a sample survey using structured questionnaires. Findings show respondents are aware of the nature of digital advertising, such as pop-up advertising; email advertising; social media; search engine optimization (SEO); pay-per-click (PPC) as available channels. Also important is the pattern of consumer buying behaviour, which is largely based on stringent factors. There is also a realization that digital advertising is informative. entertaining and relaxing, but incredibly unnerving. The implication is that digital advertising is ubiquitous in Delta State, but consumers do not trust digital advertising, though it is considered informative. The Social impact is that there is hype about digital advertising invading Delta State, but the process is far from gullible.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126339179","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-15DOI: 10.37745/bjms.2023/vol11n11225
Nkoli Augustina Chendo
The study examined the effects of customer satisfaction on the profitability of fast food industry in Akwa Metropolis of Anambra State. The specific objective is to determine the extent to which customer service affects the profitability of fast food industry in Awka metropolis. To evaluate the extent to which customer experience affects the profitability of fast food industry in Awka metropolis. To examine the extent to which product quality affects the profitability of fast food industry in Awka metropolis. The research utilized a survey research design method, a structured instrument developed by the researcher to reflect such options as strongly agree, agree, undecided, disagree and strongly disagree popularly refereed as five (5) points Likert scale was used to obtain information from the respondents. The population of the study comprised of 324 employee of fast food in Akwa metropolis.297 copies of questionnaires was duly completed and returned showing 96% response rate. Research hypotheses were tested using Chi-square. Findings from the study show that Customer service has significant effect on profitability of fast food industry in Awka metropolis. Customers experience has significant effect on profitability of fast food industry in Awka metropolis. Product quality has no significant effect on profitability of fast food industry in Awka metropolis. Maintaining existing customers should be a better option than chasing for new because a customer who is satisfied will have a positive dissonance about the service and who always recommend the service to friends and family who are potential customers. Further research should be carried out in order to enhance the understanding of the concepts of service quality and customer satisfaction, how they are measured because they are very important for service organizations in terms of profitability, growth and market share.
{"title":"Effect of Customer Satisfaction On the Profitability of Fast Food Outlets in Akwa Metropolis of Anambra State","authors":"Nkoli Augustina Chendo","doi":"10.37745/bjms.2023/vol11n11225","DOIUrl":"https://doi.org/10.37745/bjms.2023/vol11n11225","url":null,"abstract":"The study examined the effects of customer satisfaction on the profitability of fast food industry in Akwa Metropolis of Anambra State. The specific objective is to determine the extent to which customer service affects the profitability of fast food industry in Awka metropolis. To evaluate the extent to which customer experience affects the profitability of fast food industry in Awka metropolis. To examine the extent to which product quality affects the profitability of fast food industry in Awka metropolis. The research utilized a survey research design method, a structured instrument developed by the researcher to reflect such options as strongly agree, agree, undecided, disagree and strongly disagree popularly refereed as five (5) points Likert scale was used to obtain information from the respondents. The population of the study comprised of 324 employee of fast food in Akwa metropolis.297 copies of questionnaires was duly completed and returned showing 96% response rate. Research hypotheses were tested using Chi-square. Findings from the study show that Customer service has significant effect on profitability of fast food industry in Awka metropolis. Customers experience has significant effect on profitability of fast food industry in Awka metropolis. Product quality has no significant effect on profitability of fast food industry in Awka metropolis. Maintaining existing customers should be a better option than chasing for new because a customer who is satisfied will have a positive dissonance about the service and who always recommend the service to friends and family who are potential customers. Further research should be carried out in order to enhance the understanding of the concepts of service quality and customer satisfaction, how they are measured because they are very important for service organizations in terms of profitability, growth and market share.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"11 15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128020128","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-15DOI: 10.37745/bjms.2023/vol11n1111
S. Wij
This research paper delves into the role of Indian celebrities in brand endorsements and their ROI to brands. As celebrity endorsements are one of the most preferred marketing tactics of brand managers, it is important to evaluate their effect on the target consumer. Some questions like, does a celebrity face help to drive sales? Or is the brand value of a company directly proportionate to the stature of the celebrity associated with it? Or Does a popular face bring instant publicity for the brand? This research paper gathers insight from young Indians, middle-aged adults and Indian marketing experts to find out brand recognition and popularity basis its celebrity association. The paper also deep dives into the perception of the brand when the associated celebrity is surrounded by scandals and bad press.
{"title":"Celebrity Ad Campaigns: How Celebrities are leveraged by Indian Corporates","authors":"S. Wij","doi":"10.37745/bjms.2023/vol11n1111","DOIUrl":"https://doi.org/10.37745/bjms.2023/vol11n1111","url":null,"abstract":"This research paper delves into the role of Indian celebrities in brand endorsements and their ROI to brands. As celebrity endorsements are one of the most preferred marketing tactics of brand managers, it is important to evaluate their effect on the target consumer. Some questions like, does a celebrity face help to drive sales? Or is the brand value of a company directly proportionate to the stature of the celebrity associated with it? Or Does a popular face bring instant publicity for the brand? This research paper gathers insight from young Indians, middle-aged adults and Indian marketing experts to find out brand recognition and popularity basis its celebrity association. The paper also deep dives into the perception of the brand when the associated celebrity is surrounded by scandals and bad press.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"194 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124319622","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-15DOI: 10.37745/bjms.2013/vol10n67484
Nuha Hassan Elmubasher Eltayib, Azza Ali
This research aims to study the impact of internal marketing on employee satisfaction. It was conducted on several administrative levels employees from banking sector. The research also aims to find out the impact of independent variables namely, in-house training, hiring, rewards, internal communication, salaries and motivation of the organization, on the dependent variable, which is the employee satisfaction. 322 copies of the designed questionnaire were distributed to employees from various levels in Sudanese banks. However, 250 copies of the questionnaire were recovered, and this is 77.6 % of the total number of the distributed copies. The results show that the organization culture has a strong impact on the employee’s satisfaction. This variable came first among other variables, followed by the variables about incentives and rewards regarding the impact on the dependent variable employees. On the other hand, the rest of variables showed a weak impact on the dependent variable either due to lack of employee’s interest, or the lack of their awareness regarding the importance of these variables and the need to apply them in order to improve the performance of employees and increase their efficiency and effectiveness at work. Convenience sampling technique was used to collect data from various Sudanese bank customers in Khartoum; Data was analyzed using SPSS.16.
{"title":"The Effect of Internal Marketing Determinants on Employee Satisfaction","authors":"Nuha Hassan Elmubasher Eltayib, Azza Ali","doi":"10.37745/bjms.2013/vol10n67484","DOIUrl":"https://doi.org/10.37745/bjms.2013/vol10n67484","url":null,"abstract":"This research aims to study the impact of internal marketing on employee satisfaction. It was conducted on several administrative levels employees from banking sector. The research also aims to find out the impact of independent variables namely, in-house training, hiring, rewards, internal communication, salaries and motivation of the organization, on the dependent variable, which is the employee satisfaction. 322 copies of the designed questionnaire were distributed to employees from various levels in Sudanese banks. However, 250 copies of the questionnaire were recovered, and this is 77.6 % of the total number of the distributed copies. The results show that the organization culture has a strong impact on the employee’s satisfaction. This variable came first among other variables, followed by the variables about incentives and rewards regarding the impact on the dependent variable employees. On the other hand, the rest of variables showed a weak impact on the dependent variable either due to lack of employee’s interest, or the lack of their awareness regarding the importance of these variables and the need to apply them in order to improve the performance of employees and increase their efficiency and effectiveness at work. Convenience sampling technique was used to collect data from various Sudanese bank customers in Khartoum; Data was analyzed using SPSS.16.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"16 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130031065","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-15DOI: 10.37745/bjms.2013/vol10n61236
Aniebiet Etuk, Unyime Emmanuel Udonde
This study was carried out in order to assess the effect of country of origin on consumer purchase behaviour of imported fashion wears among the Nigerian elites. The determinant factors of country-of-origin that consumer considers when purchasing imported fashion wears were used as pre-determined factors in measuring consumer’s purchase behaviour. These pre-determined factors formed the independent variables for the study which were Technology Sophistication, Brand Effects and Country Image while the dependent variable was Consumer Purchase Behaviour. The population was the consumers of imported fashion wears in Uyo, the capital of Akwa Ibom State, Nigeria belonging to the social class. Using Top-man formula, a sample size of 358 employees was considered for the study. A survey research design was adopted for the study. Research questions were answered using frequency, mean and standard deviation. The hypotheses stated were tested using simple linear regression model at a 5% level of significance. From the data analysis, the major findings revealed that Technology Sophistication had a significant effect on consumer purchase behaviour of imported fashion wears in Uyo, (t-statistic = 43.312 > p-value (0.000). The study revealed that Brand Effects had a significant effect on consumer purchase behaviour of imported fashion wears in Uyo, (t-statistic = 48.491> p-value (0.000). The study also revealed that Country Image had a significant effect on consumer purchase behaviour of imported fashion wears in Uyo, (t-statistic = 42.292> p-value (0.000). From the findings, In line with this, it was recommended that international companies should aim at influencing their consumer’ purchase behaviour by making their country-of-origin an important component of international marketing strategy. Foreign marketers need to ascertain the effects of their place of origin on consumers' demand for their products. Armed with this knowledge, marketers can decide whether any relevant action should be indicated.
{"title":"The Effect of Country-Of-Origin On Consumer Purchase Behaviour Among Nigerian Elites: A Study of Imported Fashion Wears","authors":"Aniebiet Etuk, Unyime Emmanuel Udonde","doi":"10.37745/bjms.2013/vol10n61236","DOIUrl":"https://doi.org/10.37745/bjms.2013/vol10n61236","url":null,"abstract":"This study was carried out in order to assess the effect of country of origin on consumer purchase behaviour of imported fashion wears among the Nigerian elites. The determinant factors of country-of-origin that consumer considers when purchasing imported fashion wears were used as pre-determined factors in measuring consumer’s purchase behaviour. These pre-determined factors formed the independent variables for the study which were Technology Sophistication, Brand Effects and Country Image while the dependent variable was Consumer Purchase Behaviour. The population was the consumers of imported fashion wears in Uyo, the capital of Akwa Ibom State, Nigeria belonging to the social class. Using Top-man formula, a sample size of 358 employees was considered for the study. A survey research design was adopted for the study. Research questions were answered using frequency, mean and standard deviation. The hypotheses stated were tested using simple linear regression model at a 5% level of significance. From the data analysis, the major findings revealed that Technology Sophistication had a significant effect on consumer purchase behaviour of imported fashion wears in Uyo, (t-statistic = 43.312 > p-value (0.000). The study revealed that Brand Effects had a significant effect on consumer purchase behaviour of imported fashion wears in Uyo, (t-statistic = 48.491> p-value (0.000). The study also revealed that Country Image had a significant effect on consumer purchase behaviour of imported fashion wears in Uyo, (t-statistic = 42.292> p-value (0.000). From the findings, In line with this, it was recommended that international companies should aim at influencing their consumer’ purchase behaviour by making their country-of-origin an important component of international marketing strategy. Foreign marketers need to ascertain the effects of their place of origin on consumers' demand for their products. Armed with this knowledge, marketers can decide whether any relevant action should be indicated.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128896568","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-15DOI: 10.37745/bjms.2013/vol10n63754
O. Oluwabiyi, O. Asikhia, T. Egwuonwu
The public perception of insurance all over the world is central to the patronage and consumption of insurance services. Notwithstanding the huge population of over 190 million people in Nigeria, the insurance premium penetration rate of 0.7% of GDP is very low in comparison with other markets around the world. While customer perception of insurance is an expression of attitude, extant studies has shown that relationship marketing is a strategic tool that can be used to influence consumer behavior. Hence, this study examine the influence of relationship marketing on customer perception of insurance in Lagos State, Nigeria. The objective is to provide possible solutions to the problem of low patronage of insurance in Lagos State, Nigeria. A survey research design was adopted for the study. The population of study consisted of 375,000 estimated consumers of insurance service in Lagos State, Nigeria. A sample size of 1,650 consumers were drawn from selected Local Government Areas of Lagos State through non-probability sampling technique. A questionnaire titled influence of relationship marketing and customer perception of insurance was adapted and validated. 1,650 copies of the questionnaire were administered, with a response rate of 80%. The Cronbach’s Alpha coefficient for the constructs ranged between 0.76 and 0.90. The data were analyzed using descriptive and inferential (multiple linear regression analysis) statistics. The finding shows that relationship marketing has significant effect on customer perception of insurance in Lagos State, Nigeria (Adj. R2 = 0.301; F5/1306 = 113.510, p<0.05). The value of Adjusted R2 of 0.301 suggests that 30.1% of the variations in customer perception of insurance are accounted for by relationship marketing leaving 69.9% to be predicted by other factors. The study concluded that relationship marketing is a predictor of customer perception of insurance in Lagos State, Nigeria. The study recommended that Insurance companies should adopt relationship marketing as a tool to influence customer perception of insurance, through the application of customer awareness, customer trust, customer service quality, product innovation and customization, and customer satisfaction.
{"title":"The Influence of Relationship Marketing on Customer Perception of Insurance in Lagos State, Nigeria","authors":"O. Oluwabiyi, O. Asikhia, T. Egwuonwu","doi":"10.37745/bjms.2013/vol10n63754","DOIUrl":"https://doi.org/10.37745/bjms.2013/vol10n63754","url":null,"abstract":"The public perception of insurance all over the world is central to the patronage and consumption of insurance services. Notwithstanding the huge population of over 190 million people in Nigeria, the insurance premium penetration rate of 0.7% of GDP is very low in comparison with other markets around the world. While customer perception of insurance is an expression of attitude, extant studies has shown that relationship marketing is a strategic tool that can be used to influence consumer behavior. Hence, this study examine the influence of relationship marketing on customer perception of insurance in Lagos State, Nigeria. The objective is to provide possible solutions to the problem of low patronage of insurance in Lagos State, Nigeria. A survey research design was adopted for the study. The population of study consisted of 375,000 estimated consumers of insurance service in Lagos State, Nigeria. A sample size of 1,650 consumers were drawn from selected Local Government Areas of Lagos State through non-probability sampling technique. A questionnaire titled influence of relationship marketing and customer perception of insurance was adapted and validated. 1,650 copies of the questionnaire were administered, with a response rate of 80%. The Cronbach’s Alpha coefficient for the constructs ranged between 0.76 and 0.90. The data were analyzed using descriptive and inferential (multiple linear regression analysis) statistics. The finding shows that relationship marketing has significant effect on customer perception of insurance in Lagos State, Nigeria (Adj. R2 = 0.301; F5/1306 = 113.510, p<0.05). The value of Adjusted R2 of 0.301 suggests that 30.1% of the variations in customer perception of insurance are accounted for by relationship marketing leaving 69.9% to be predicted by other factors. The study concluded that relationship marketing is a predictor of customer perception of insurance in Lagos State, Nigeria. The study recommended that Insurance companies should adopt relationship marketing as a tool to influence customer perception of insurance, through the application of customer awareness, customer trust, customer service quality, product innovation and customization, and customer satisfaction.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129272484","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-15DOI: 10.37745/bjms.2013/vol10n6111
Ndifreke Akaninyene Eno, Unyime Emmanuel Udonde, N. Ibok
Crowdfunding has developed from being just a fundraising tool to a versatile marketing tool. Raising funds through crowdfunding has become a vital tool for start-up companies and most recently in the Microfinance banks to obtain investments they otherwise might not receive from more traditional sources such as banks, angel investors and stock markets. This adoption of crowdfunding for marketing purposes is not without its problems. Organizations would be well advised to consider not only the opportunities these platforms provide, but also their limitations, risks and the best crowdfunding platforms that will fit into their marketing objectives. In this regard, this study was carried out in order to assess the relationship between crowdfunding and marketing performance of microfinance banks in Akwa Ibom State. The researcher adopted a survey research technique in the study. The population size 16 microfinance banks within Uyo metropolis of Akwa Ibom State and a sample size of 366 employees was studied. The crowdfunding variables (independent variables) considered in the study were Equity-based Crowdfunding, Reward-based Crowdfunding and Lending-based Crowdfunding. The dependent variable was Marketing Performance. The hypotheses stated were tested using Spearman Correlation Coefficient at a 5% level of significance. From the data analysis, the major findings revealed a positive and significant relationship between Equity-based Crowdfunding and marketing performance of microfinance banks in Akwa Ibom State, (R = 0.770; P<0.05). The study revealed Reward-based Crowdfunding has having a positive and significant relationship on marketing performance of microfinance banks in Akwa Ibom State, (R = 0.855; P<0.05). The study also revealed that there is a positive and significant relationship between Lending-based Crowdfunding and marketing performance of microfinance banks in Akwa Ibom State, (R = 0.805; P<0.05). From the findings, it was concluded that there was a positive and significant relationship between Crowdfunding and marketing performance of microfinance banks in Akwa Ibom State. In line with this, it was recommended that companies, start-up businesses and financial institutions should adopt various crowdfunding platforms in their businesses as one of the means of raising finance for the company in order to boost their marketing performance.
{"title":"Crowdfunding and Marketing Performance of Microfinance Banks in Akwa Ibom State","authors":"Ndifreke Akaninyene Eno, Unyime Emmanuel Udonde, N. Ibok","doi":"10.37745/bjms.2013/vol10n6111","DOIUrl":"https://doi.org/10.37745/bjms.2013/vol10n6111","url":null,"abstract":"Crowdfunding has developed from being just a fundraising tool to a versatile marketing tool. Raising funds through crowdfunding has become a vital tool for start-up companies and most recently in the Microfinance banks to obtain investments they otherwise might not receive from more traditional sources such as banks, angel investors and stock markets. This adoption of crowdfunding for marketing purposes is not without its problems. Organizations would be well advised to consider not only the opportunities these platforms provide, but also their limitations, risks and the best crowdfunding platforms that will fit into their marketing objectives. In this regard, this study was carried out in order to assess the relationship between crowdfunding and marketing performance of microfinance banks in Akwa Ibom State. The researcher adopted a survey research technique in the study. The population size 16 microfinance banks within Uyo metropolis of Akwa Ibom State and a sample size of 366 employees was studied. The crowdfunding variables (independent variables) considered in the study were Equity-based Crowdfunding, Reward-based Crowdfunding and Lending-based Crowdfunding. The dependent variable was Marketing Performance. The hypotheses stated were tested using Spearman Correlation Coefficient at a 5% level of significance. From the data analysis, the major findings revealed a positive and significant relationship between Equity-based Crowdfunding and marketing performance of microfinance banks in Akwa Ibom State, (R = 0.770; P<0.05). The study revealed Reward-based Crowdfunding has having a positive and significant relationship on marketing performance of microfinance banks in Akwa Ibom State, (R = 0.855; P<0.05). The study also revealed that there is a positive and significant relationship between Lending-based Crowdfunding and marketing performance of microfinance banks in Akwa Ibom State, (R = 0.805; P<0.05). From the findings, it was concluded that there was a positive and significant relationship between Crowdfunding and marketing performance of microfinance banks in Akwa Ibom State. In line with this, it was recommended that companies, start-up businesses and financial institutions should adopt various crowdfunding platforms in their businesses as one of the means of raising finance for the company in order to boost their marketing performance.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131677761","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The study examined digital marketing and performance of selected banks in Port Harcourt. A descriptive survey research design was used for the study. The study adopted structure questionnaire instrument for data collection with a judgmental sampling method targeted on three money deposit banks which include, First Bank Plc, Access Bank Plc and First City Monument Banks in Port Harcourt. The sample size was 30 and 10 respondents were selected from the three banks and the unit of analysis are customers, managers, internal control managers and general managers. Data collected were analyzed with Pearson product moment correlation (PPMC) and simple regression analysis statistical tools at 0.05 percent level of significance. The result showed that there is a significant relationship between content marketing, social media marketing, etc. and customer patronage of selected banks in Port Harcourt. The study recommended among others that customer care service unit should create a friendly relationship with their customers.
该研究调查了哈科特港选定银行的数字营销和业绩。本研究采用描述性调查研究设计。本研究采用结构化问卷调查法收集数据，采用判断抽样法，以哈科特港的First Bank Plc、Access Bank Plc和First City Monument banks三家货币存款银行为研究对象。样本量为30人，从三家银行中选取10名受访者，分析单位为客户、经理、内控经理和总经理。收集的数据用Pearson积差相关(PPMC)和简单回归分析统计工具进行分析，显著性水平为0.05%。结果表明，在哈科特港选定的银行中，内容营销、社交媒体营销等与客户赞助之间存在显著的关系。该研究建议客户服务单位应与客户建立友好关系。
{"title":"Digital Marketing and Performance of Banks in Port Harcourt","authors":"Nordum Piabari, Hamilton Omona-a, Horsfall, Onajite Godfrey Uwhubetine, Naagba Linus Okpalap","doi":"10.37745/bjms.2013/vol10n5110","DOIUrl":"https://doi.org/10.37745/bjms.2013/vol10n5110","url":null,"abstract":"The study examined digital marketing and performance of selected banks in Port Harcourt. A descriptive survey research design was used for the study. The study adopted structure questionnaire instrument for data collection with a judgmental sampling method targeted on three money deposit banks which include, First Bank Plc, Access Bank Plc and First City Monument Banks in Port Harcourt. The sample size was 30 and 10 respondents were selected from the three banks and the unit of analysis are customers, managers, internal control managers and general managers. Data collected were analyzed with Pearson product moment correlation (PPMC) and simple regression analysis statistical tools at 0.05 percent level of significance. The result showed that there is a significant relationship between content marketing, social media marketing, etc. and customer patronage of selected banks in Port Harcourt. The study recommended among others that customer care service unit should create a friendly relationship with their customers.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126221758","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-15DOI: 10.37745/bjms.2013/vol10n52840
Nkemjika U. Omeje
The banking industry is one of the largest sectors dealing with individual customers directly. The success and profitability of a company is based on the number of customer base and their ability to maintain good relationship with their customers and satisfy them efficiently. Therefore, this study seeks to examine the mediating effect of customer satisfaction on relationship marketing and customer loyalty among commercial bank customers in Awka, Anambra state. Specifically, the study examined the effects of relationship marketing concepts (trust, commitment, communication and conflict handling on customer loyalty. Data was collected from 691 respondents and the hypotheses tested using macro process via SPSS version 17. The result showed that relationship marketing dimensions used in this study (trust, commitment, communication and conflict handling) has significant influence on customer loyalty. Furthermore, customers’ satisfaction has significant mediating influence on the relationship between the components of relationship marketing (trust, commitment, communication and conflict handling) and customer loyalty. It was therefore recommended that since customer satisfaction is a determinant of customer loyalty, via relationship marketing activities there is need for banks to satisfy their customers so as to encourage them to remain loyal to the bank through continuous patronage.
银行业是直接与个人客户打交道的最大行业之一。一个公司的成功和盈利能力是基于客户基础的数量和他们与客户保持良好关系的能力，并有效地满足他们。因此，本研究旨在检验客户满意度对阿南布拉州Awka商业银行客户关系营销和客户忠诚的中介作用。具体而言，本研究考察了关系营销概念(信任、承诺、沟通和冲突处理)对客户忠诚度的影响。从691名受访者中收集数据，并通过SPSS version 17使用宏观过程检验假设。结果表明，本研究使用的关系营销维度(信任、承诺、沟通和冲突处理)对顾客忠诚有显著影响。此外，顾客满意度对关系营销要素(信任、承诺、沟通和冲突处理)与顾客忠诚之间的关系具有显著的中介作用。因此，有人建议，由于客户满意度是客户忠诚度的决定因素，银行需要通过关系营销活动来满足客户，从而鼓励他们通过持续的惠顾来保持对银行的忠诚。
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Pub Date : 2022-05-15DOI: 10.37745/bjms.2013/vol10n51127
Japhet Amechi Agbodo
This study investigated how Coronavirus (COVID-19) pandemic influenced advertising practice in South East, Nigeria. The study adopted survey research design and focus group discussion. A sample size of 287 was drawn from the entire population using the Taro Yamani formula. The study was anchored on the economic recovery theory and AIDA advertising model. Data were collected using structural questionnaire and focus group discussion, and were analyzed with Statistical Package for Social Sciences (SPSS) version 20.0. Findings show that COVID-19 negatively affected advertising practice in South-East Nigeria. It further recommends that advertising practitioners in South-East Nigeria should evolve more local contents approach in the packaging and dissemination of advertising messages in order to stimulate interest in advertising and overturn the negative impact of COVID-19 pandemic on advertising practice zone. Advertising practitioners and agencies in South East Nigeria should also adjust or reduce the cost of advertising to enable companies raise the level of adverting in the post-COVID-19 era.
{"title":"Influence of Covid-19 on Advertising Practice in South East, Nigeria","authors":"Japhet Amechi Agbodo","doi":"10.37745/bjms.2013/vol10n51127","DOIUrl":"https://doi.org/10.37745/bjms.2013/vol10n51127","url":null,"abstract":"This study investigated how Coronavirus (COVID-19) pandemic influenced advertising practice in South East, Nigeria. The study adopted survey research design and focus group discussion. A sample size of 287 was drawn from the entire population using the Taro Yamani formula. The study was anchored on the economic recovery theory and AIDA advertising model. Data were collected using structural questionnaire and focus group discussion, and were analyzed with Statistical Package for Social Sciences (SPSS) version 20.0. Findings show that COVID-19 negatively affected advertising practice in South-East Nigeria. It further recommends that advertising practitioners in South-East Nigeria should evolve more local contents approach in the packaging and dissemination of advertising messages in order to stimulate interest in advertising and overturn the negative impact of COVID-19 pandemic on advertising practice zone. Advertising practitioners and agencies in South East Nigeria should also adjust or reduce the cost of advertising to enable companies raise the level of adverting in the post-COVID-19 era.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"52 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121669856","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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