Sales Promotion Strategies and Retention of Customer Brand Loyalty in Airtel and Globacom in Akwa Ibom State

Benson R. Oke, Prof Walter C. IHEJIRIKA PhD, Godwin A. BENSON PhD and PhD Aniebo C. SAMSON
Additional contact information
Benson R. Oke: Department of Mass Communication, Obong University
Prof Walter C. IHEJIRIKA PhD: Department of Linguistics and Communication Studies, University of Port Harcourt, Nigeria
Godwin A. BENSON PhD: Department of Linguistics and Communication Studies, University of Port Harcourt, Nigeria
PhD Aniebo C. SAMSON: Department of Communication Arts, University of Uyo, Nigeria

International Journal of Research and Innovation in Social Science, 2023, vol. 7, issue 4, 1416-1430

Abstract: This study examines the relationship between Airtel and Globacom sales promotion strategies such as Borrow and Pay Later and Bonus MB Data on retention of, and advocacy for customer brand loyalty especially in Akwa Ibom State, Nigeria. The study was premised on the Behaviour Theory. The survey research design was used involving 380 respondents who were subscribers to the networks, selected through a multi-stage sampling technique from ten communities, with the availability of the network in the state. The instrument of data collection was the questionnaire. The copies of the questionnaire were administered to the respondents in each selected community for 15 weeks. Descriptive statistics, frequency tables and weighted mean score were used to analyse data. The results of the study showed that the majority (2.88) of the respondents maintained their loyalty to these network services following these strategies; the influence of the sales promotion strategies of Airtel and Globacom on respondents’ loyalty to the networks and levels of loyalty to Airtel and Globacom networks vis-à -vis the loyalty indicators: Retention, Advocacy and Re-purchasing are significant. These imply that Borrow and Pay Later and Bonus MB Data on customer brand loyalty are very important sales promotion techniques for telecommunication firms. It is recommended that telecommunication firms and similar organisations should put in effective strategies to manage the marketing activities that influence customers’ loyalty to their brands.

Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... ssue-4/1416-1430.pdf (application/pdf)
https://www.rsisinternational.org/journals/ijriss/ ... -in-akwa-ibom-state/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:7:y:2023:i:4:p:1416-1430

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().