Promotional Strategies and Customer Patronage among Telecommunication subscribers in Ogun State, Nigeria
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Date
2022-12
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Lead City University
Abstract
In today’s world of fierce competition in the business sector, it is expedient that organizations adopt the best promotional strategies that will enable business
organizations outshine their competitors whilst increasing customer patronage. It is against this background that this study was embarked upon to investigate the influence of promotional strategies on customer patronage among telecom subscribers in Nigeria. The study adopted a cross-sectional survey research design. The population of the study comprises of customers of four telecommunication service providers in selected local governments in Ogun State. The target population was 8.5million active subscribers in Ogun State. A sample size of 462 was computed using Raosoft online sample size calculator. A structured questionnaire was adopted in collecting data for the study. The reliability statistic has Cronbach’s Alpha coefficient ranging from 0.72 to 0.87. The collected data were analyzed using descriptive and inferential statistics using SPSS version 25. From the result of the regression analysis, the study found that advertising has positive and significant effect on customer patronage (R 2 = 0.181, F(1,248)= 54.943, p= 0.000); Sales promotion has positive and significant effect on customer patronage (R 2 = 0.28, F(1,248)= 97.950, p= 0.000); Public relations have positive and significant effect on customer patronage (R 2 = 0.482, F(1,248)= 230.642, p= 0.000); Direct marketing has positive and significant effect on customer patronage (R 2 = 0.118, F(1,248)= 33.175, p= 0.000); and Promotional strategies have positive and significant effect customer patronage (Adj R 2 = 0.749, F(4,245)= 187.046, p= 0.000) among telecom subscribers in Ogun State, Nigeria. Based on the findings, the study concluded that promotional strategies had significant effect on customer patronage among telecommunication subscribers in selected local governments in Ogun State. The study recommended that telecom firms should reinvent their promotional strategies and offer greater value across the products categories offered to the customers.
Word Count: 298
Keywords: Advertising, Customer patronage, Direct marketing, Public relations, Sales Promotion
Description
Keywords
Advertising, Customer patronage, Direct marketing, Public relations, Sales Promotion
Citation
Kate Turabian