JAJA Grace Sam
Department of Marketing, Faculty of Administrative and Management,
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
NADUBE Paul M.
Department of Marketing, Faculty of Administrative and Management,
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Abstract
This study investigated the correlation between opportunity identification and marketing effectiveness of domestic airlines in Nigeria. The study was conceptualized with opportunity identification as predictor to marketing effectiveness measures of adequate marketing information, corporate reputation and strategic orientation. The study adopted a cross sectional research design with a correlational investigation type. The study population comprised 16 domestic airlines operating in Nigeria. The study took a census; and administered 4 copies of structured questionnaire to operations, marketing, customer support and finance managers from each of the 16 domestic airlines, making it a total of 64 respondents that provided data for the study. The reliability of the instrument was determined through the Cronbach Alpha test, with all the items scoring above 0.70. Pearson Product Moment Correlation was used to test the hypotheses formulated for the study, with the help of Statistical Packages for Social Sciences Version 25.0. The results of the tests revealed that opportunity identification has a significant correlation with marketing effectiveness. Thus, the study concluded that opportunity identification significantly correlates with marketing effectiveness of domestic airlines in Nigeria; and recommends that managers of domestic airlines in Nigeria should adopt opportunity identification strategy to improve their marketing effectiveness.
Keywords: Adequate marketing information, corporate reputation, marketing effectiveness, opportunity identification, strategic orientation.