CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER SATISFACTION: AN EMPIRICAL STUDY OF THE NIGERIAN AVIATION SECTOR
| dc.contributor.author | Adebayo Adeyemi Abdulwasiu | |
| dc.date.accessioned | 2025-09-06T18:34:17Z | |
| dc.date.available | 2025-09-06T18:34:17Z | |
| dc.date.issued | 2025-09-02 | |
| dc.description.abstract | Due to competition that is evolving in Nigerian aviation industry and the need to build relationship with customer has results in the aviation sector’s quest to device effective marketing communication elements to generate satisfaction. This study investigated the impact of marketing communication on customer relationships on the selected aviation businesses in Lagos state. The study employed an exploratory research design. The study further utilized a survey method with questionnaires to collect primary data from domestic customers of the chosen airlines. The sample size of 246 was determined using Godden (2004) model as a result of infinite nature of the population of the study and multistage sampling techniques was also used. A total of 150 copies of questionnaires were gathered for data analysis from the 246 copies of questionnaires distributed. Standard multiple regression was employed to analyze the data. The findings indicated that advertising showed a significant relationship with customer relationships (β = .227, t = 2.015, p < .011), and sales promotion also exhibited a positive and significant relationship with customer relationships (β = 0.412, t = 1.925, p = .005). The study concluded that implementing effective marketing communication elements such as advertising and sales promotion by aviation service providers enhances the relationship between the firm and its customers by facilitating interaction between customers and the service providers. The study recommends that aviation service providers should formulate their communication strategies to raise awareness, stimulate interest and desire, and prompt actions among customers toward their services. This approach aims to establish robust customer relationships capable of enduring the dynamic business environment and enhancing customer satisfaction. | |
| dc.description.sponsorship | SELF | |
| dc.identifier.uri | https://kwasuspace.kwasu.edu.ng/handle/123456789/5900 | |
| dc.language.iso | en | |
| dc.publisher | Unizik Journal of Marketing | |
| dc.relation.ispartofseries | 2; 3 | |
| dc.title | CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER SATISFACTION: AN EMPIRICAL STUDY OF THE NIGERIAN AVIATION SECTOR | |
| dc.type | Article |