Evaluation of Effectiveness of Marketing Communication Mix Elements in Nigerian Service Sector

Abstract

Creating effective communication with customers is the most important aspect in services marketing. To date we still have poor understanding of the role of effective marketing communication with customers in attracting and maintaining prospective and present customers. This research study assess the effectiveness of advertising and personal selling practices of Nigerian service sector in communicating with its customers with the aim of finding solutions to improve the existing communication and customer satisfaction. After reviewing related literature, a questionnaire was prepared and distributed to 200 customers, out of which 25% from the telecommmrications and 15% each from the remaining seven service industries viz banking and insurance, education, travel, tourism, hotel industry and hospital industry used to gather the data about the effectiveness of advertising and personal selling activities. The participants were selected randomly once the service type is determined by stratified sampling. The data collected was analyzed based on predetermined rating factors and expected results of performance with SPSS software package. In conclusion the findings of the analysis showed that Nigerian service sectors advertising and personal selling indicated moderately effective in providing information, creating awareness, changing attitude, ineffective in building company image and enforcing brand loyalty. The research also identified lack of integration between advertising and personal selling.