DIGITEMIE Dotimi1 NWOKAH N. Gladson2
1Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
2Department of Logistics and Supply Chain Management, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Abstract
This study examined the relationship between communication style and consumer response of international airlines in Nigeria. The study adopted a cross sectional survey research design. The study population was customers of 13 international airlines operating in Nigeria. Relying on Cochran statistical formula, the researcher adopted 385 customers from the 13 international airlines operating in Nigeria as the study sample size. Data were generated from respondents using structured questionnaire. Frequency, mean, standard deviation were used for univariate analyses, while Pearson Product Moment Correlation was used to test the hypotheses. The Statistical Package for Social Sciences (SPSS) version 23.0 aided the data analyses. The study found positive and significant relationship between communication style and consumer response in terms of price sensitivity and purchase behaviour. The study concluded that communication style relates to consumer responses of international airline users in Nigeria, and recommends that international airlines in Nigeria should develop and, adapt communication style with high context preferences to elicit consumers’ response. Such communication has the capacity to deepen consumer engagement, improve brand perception and confer competitive advantage.
Keywords: Consumer response, communication style, purchase behaviour, price sensitivity.