This study examined marketing information system and optimization of banking service delivery. It sought to assess the influence of internal records, marketing intelligence and marketing research on banking service delivery. The study adopted cross-sectional survey research design. The sampling technique used was total population sampling which enabled the collection of primary data from 282 marketing and managerial personnel of commercial banks through an adapted structured questionnaire. Instrument validity was confirmed through content validity while Cronbach’s alpha reliability method was used for reliability testing. Multiple linear regression was adopted to test the hypotheses developed for the study. Consequently, the findings revealed that internal records, marketing intelligence and marketing research had significant positive influences on banking service delivery, with varying magnitudes of influence. Hence, the study concluded that marketing information system has a significant positive influence on the optimization of banking service delivery. Therefore, the study presented practical implications for the banking industry and research suggestions for future researchers.
This study centered on the effect of relationship marketing on customer retention in the telecommunications industry. It was conducted to assess the effects of customer care, communication, trust-building and service quality on customer retention in the telecommunications context. The study adopted survey research design. A structured questionnaire was used to obtain primary data from 198 customers of MTN Nigeria Plc and Globacom Nigeria Plc in Calabar. The data were analyzed and interpreted using descriptive statistics, while the hypotheses developed for the study were tested using multiple linear regression. Consequently, the findings of the study revealed that customer care, communication, trust building and service quality had significant positive effects on customer retention of telecommunication firms in Calabar. Therefore, the study recommended that: telecommunications companies should strengthen their customer care capability by using trained service professionals to elicit and promptly resolve customers enquiries and complaints; telecommunications companies should improve communications with customers by opening up more channels such as phone calls, direct messaging, social media and email through which information can be transmitted to subscribers to enhance informed patronage decisions; and it is imperative for telecommunications companies to consolidate customers’ trust in their delivery capabilities by demonstrating through effective service delivery that they are capable of satisfactorily meeting the service needs of subscribers.
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