OGOLO Alawari Ebenezer
Department of Marketing, Faculty of Administration and Management,
Rivers State University, Port Harcourt, Nigeria.
OPARA Bright C.
Department of Marketing, Faculty of Administration and Management,
Rivers State University, Port Harcourt, Nigeria.
WALI Andy F.
Department of Marketing, Faculty of Administration and Management,
Rivers State University, Port Harcourt, Nigeria.
NADUBE Paul M.
Department of Marketing, Faculty of Administration and Management,
Rivers State University, Port Harcourt, Nigeria.
Abstract
This study investigated the impact of service flexibility on marketing effectiveness of telecommunication companies in Nigeria. The study was conceptualized using service flexibility as predictor to marketing effectiveness with measures such as customer acquisition, customer retention and customer loyalty. A causal research design was employed in the study. The study population comprised 9 telecommunication companies in Nigeria. In view of the smallness of the population, a census was taken. 5 top level management staff of each company constituted the unit of observation. Thus, 45 management staff provided data for the study. Simple Linear Regression Analysis was used to test the hypotheses. Each test was conducted at a 0.01 level of analysis with the help of the Statistical Packages for Social Sciences (SPSS) version 23.0. The findings revealed the existence of significant impact of service flexibility on marketing effectiveness of telecommunication companies in Nigeria. Thus, the study concluded that service flexibility has positive significant impact on marketing effectiveness of telecommunication companies in Nigeria; and recommends that managers of telecommunication companies in Nigeria that seek improved marketing effectiveness in terms of customer acquisition, retention and loyalty should change their service deliveries according to consumer needs, tastes and preferences.
Keywords: Customer acquisition, customer loyalty, customer retention marketing effectiveness, service flexibility.