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VOL. 9, ISSUE 4 (2023)
Impact of sales promotion on customer loyalty: A study of telecommunication sector in Nigeria
Authors
Aisha AG Umar, Hashim S Bello, Fatima Tahir
Abstract
The purpose of this study is to evaluate the impact of sales promotion
on customer loyalty in the telecommunication sector in Nigeria. The population
of this study is made up of the customers of mobile telecommunication network
(MTN), one of the leading network providers in Nigeria. The sample size of this
study was obtained through convenience sampling method. The Likert five (5)
scale interval rating questionnaire was used as the primary source of data
collection. 350 questionnaire was designed to collect data from the customers
of the network provider within Bauchi Metropolis. Correlation analysis and
Anova was use to analyze and interpret data collected from respondents. The
study found that not all sales promotional incentives has an impact on customer
loyalty and recommended that MTN, should identify and employ the most
appropriate incentives for different customers base so as to induce loyalty.
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Pages:11-14
How to cite this article:
Aisha AG Umar, Hashim S Bello, Fatima Tahir "Impact of sales promotion on customer loyalty: A study of telecommunication sector in Nigeria". International Journal of Commerce and Management Research, Vol 9, Issue 4, 2023, Pages 11-14
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