Customer Loyalty and Integrated Marketing Communications among Subscribers of Telecommunication Firms in Lagos Metropolis, Nigeria

Oluwafemi, Olaolu Joseph; Adebiyi, Sulaimon Olanrewaju

doi:10.7441/joc.2018.03.07

Cited by 21 publications

(23 citation statements)

References 27 publications

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“…As stated early on, strong brands are those that are supported with effective integrated marketing communication (IMC). Oluwafemi and Adebiyi (2018) describe IMC as a communication tool that ensures a two-way flow of information between consumers and brands. Effective marketing communication is customer-centered -thus reflecting the aspirations and expectations of consumers (Hänninen & Karjaluoto, 2017;Oluwafemi & Adebiyi, 2018).…”

Section: Integrated Marketing Communication and Brand Loyaltymentioning

confidence: 99%

Consumer Loyalty and Brand Marketing Programs in an Emerging Economy: Evidence from the Automobile Industry

Nnindini

Dankwah

2022

IMBR

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The study examined the relationship between brand marketing programs and brand loyalty of automobile users in an emerging economy context. Adopting a positivist paradigm, a quantitative approach was employed. Using a cross-sectional survey, data was collected from 700 respondents. Scales of measures were evaluated using exploratory and confirmatory factor analysis after which consumer loyalty segments were created using cluster analysis. Logistic regression was carried out to evaluate the effect of brand marketing programs on consumer loyalty. The study revealed a positive and significant association between brand marketing efforts and consumers’ purchase decisions and loyalty to automobile brands. Four brand marketing efforts were also found to be significantly associated with the two segments (high and low involvement) at varying degrees.

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Section: Integrated Marketing Communication and Brand Loyaltymentioning

confidence: 99%

Consumer Loyalty and Brand Marketing Programs in an Emerging Economy: Evidence from the Automobile Industry

Nnindini

Dankwah

2022

IMBR

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“…E-commerce offers huge potential for online sales, but it also means high risks for consumers and retailers, e.g. cybercrime, hacker attacks, spam or lack of personal interactions and information asymmetry (Chatterjee & Datta, 2008;Oluwafemi & Adebiyi, 2018). These risks can lead to consumer uncertainty (Goker & Ayar, 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

Identification of Uncertainty Factors in the Consumer Behaviour of the New Generation of Customers at the E-commerce Level

Horváth

Gavurová

Bačík

et al. 2021

JoTS

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Even though two decades have passed since the introduction of e-commerce in the B2C model, the uncertainty posed by the online environment makes many consumers reluctant to engage in online commerce. The buyer's behaviour is inherently uncertain, given that the buyer's decisions have consequences that cannot be fully predicted. In the relationship between the buyer and the seller, the perceived uncertainty is defined as the extent to which the buyer cannot accurately predict the outcome of the transaction due to factors related to the seller and the product. This paper deals with the uncertainty of the new generation of customers in the process of electronic commerce. Based on the analysis of previous research in the field of perception of and understanding of uncertainty in online transactions, the aim of this paper is to identify the sources of perceived uncertainty of Generation Y when shopping online. Research in this area was carried out using the method of the main components, based on which five factors related to uncertainty and concerns in the process of electronic commerce were extracted. The paper identifies the main factors of uncertainty perceived by customers and also verifies the correlation between these factors and the intention of the Millennials to buy. The subject matter is relevant and applicable both to the area of products but also to the area of services in the field of tourism and hospitality.

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“…De este modo, el movimiento de la economía implica una feroz competencia entre los diferentes empresarios que luchan por llamar la atención de clientes ofreciendo una diversidad continua para satisfacer las necesidades heterogéneas (Duralia, 2018;Bernyte, 2018). Por este motivo, la comunicación integrada de marketing actúa de puente para que las grandes empresas obtengan una actitud favorable de los consumidores hacia su producto o servicio (Oluwafemi y Adebiyi, 2018). Oluwafemi y Adebiyi (2018) estudiaron la relación de la satisfacción y lealtad del cliente y la CIM en el sector de las telecomunicaciones concluyendo, finalmente, que existe una importante influencia de las dimensiones de la CIM en la lealtad del cliente, generando también competencia entre las empresas de esta industria.…”

Section: La Relación Entre La Cim Y La Satisfacción Del Clienteunclassified

Análisis de la relación entre la comunicación integrada de marketing y la satisfacción del cliente. El caso Mcdonald’s.

Laroussi

2020

ReE

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La comunicación integrada de marketing (CIM) es un concepto que ha atraído gran interés y atención por parte de los académicos y de los profesionales del marketing. Sin embargo, la mayor parte de los estudios existentes se basa sobre la perspectiva organizativa, siendo la CIM percibida por el consumidor una de las lagunas de investigación más destacadas. Por tanto, este trabajo aborda la CIM desde la perspectiva del consumidor y se propone la consecución de un objetivo clave: determinar si la CIM contribuye a la obtención de una mayor satisfacción del cliente, que representa una variable crucial para el éxito de una empresa en el mercado actual. Para cumplir el objetivo propuesto, se llevó a cabo una encuesta online, de la que se obtuvo una muestra final de 252 clientes de la marca McDonald’s. El análisis de los resultados permitió demostrar una relación positiva y significativa entre la coherencia del mensaje y la interactividad, dos dimensiones clave de la CIM, y la satisfacción del cliente. Finalmente, el trabajo propone una serie de implicaciones y futuras líneas de investigación.

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Customer Loyalty and Integrated Marketing Communications among Subscribers of Telecommunication Firms in Lagos Metropolis, Nigeria

Cited by 21 publications

References 27 publications

Consumer Loyalty and Brand Marketing Programs in an Emerging Economy: Evidence from the Automobile Industry

Consumer Loyalty and Brand Marketing Programs in an Emerging Economy: Evidence from the Automobile Industry

Identification of Uncertainty Factors in the Consumer Behaviour of the New Generation of Customers at the E-commerce Level

Análisis de la relación entre la comunicación integrada de marketing y la satisfacción del cliente. El caso Mcdonald’s.

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