عنوان

Influence of Marketing Research Application on Customer Attraction, Customer Satisfaction and Retention in Small and Medium Scale Enterprises in Borno State, Nigeria

شماره

TL51996

زبان متن نوشتاري يا گفتاري و مانند آن

انگلیسی

عنوان اصلي

Influence of Marketing Research Application on Customer Attraction, Customer Satisfaction and Retention in Small and Medium Scale Enterprises in Borno State, Nigeria

نام عام مواد

[Thesis]

نام نخستين پديدآور

Kura, Aminu Baba

نام ساير پديدآوران

Francis, Ademiluyi L.

نام ناشر، پخش کننده و غيره

Kwara State University (Nigeria)

تاریخ نشرو بخش و غیره

2019

متن يادداشت

142 p.

جزئيات پايان نامه و نوع درجه آن

M.Sc.

کسي که مدرک را اعطا کرده

Kwara State University (Nigeria)

امتياز متن

2019

متن يادداشت

The research study examined the influence of marketing research application on customer attraction, customer satisfaction and retention in small and medium scale enterprises in Borno State, Nigeria. To facilitate the conduct of study, four specific purposes, four research questions and four null hypotheses were formulated. The study adopted Decide model theory. The descriptive Survey design was used. The population of the study consisted owners and managers of SMEs in Borno State, Nigeria. The total population was 1,458. The researcher adopted the entire population for the study, hence there was no sample. A-40 item questionnaire tagged "Influence of Marketing Research Application on Customer Attraction, Customer Satisfaction and Retention in Small and Medium Scale Enterprises Questionnaire" (IMRACACSRSMSEQ) with 4-point rating scale was the instrument used for data collection. The instrument went through face and content validation by three experts. The reliability of the instrument was ensured using the Cronbach Coefficient Alpha and the result yielded a reliability coefficient of 0.6.The data collected were analysed using mean and standard deviation. The hypotheses were tested using independent t-test at 0.05 level of significance. The findings revealed that Marketing research were applied to a moderate extent in Small and Medium scale Enterprises in Borno State .The study further revealed a significant difference in the mean responses of experienced and less-experienced owners and managers of small and medium enterprises on the extent of marketing research application in small and medium scale enterprises in Borno state. It was concluded that SME in Borno state apply marketing research only to a moderate extent; and the application of marketing research has had moderate positive influence on customer attraction customer satisfaction and retention. Based on the findings and conclusion of the study it is recommended among others that since SMEs in Borno state apply marketing research to a moderate extent there is need for owners and managers to employ marketing research extensively. This is achievable by organizing seminars, workshops and conferences among themselves.

اصطلاح موضوعی

Business education

مستند نام اشخاص تاييد نشده

Kura, Aminu Baba

مستند نام اشخاص تاييد نشده

Francis, Ademiluyi L.

مستند نام تنالگان تاييد نشده

Kwara State University (Nigeria)

نام الکترونيکي

فرمت انتشار

p

نوع ماده

[Thesis]

کد کاربرگه

276903

سطح دسترسي

a

تكميل شده

Y