Customer Patronage Research Articles

Cultural Perception Effects on Customer Experience and Customer Patronage of Branded Alcoholic Bitters Beverage

Under the impact of globalization, consumers from different culture might hold different information processing tendency towards certain concepts and different perception since cultural orientation affects their perception and expectation. Firms are increasingly using the framework of customer experience to define their offering since differentiating one’s product or service is to create memorable customer experience. The purpose of the study is to assess cultural perception in relation to customers’ experience and customer patronage of branded alcoholic bitters beverage. All the consumers of branded alcoholic bitters beverage in Lagos State and who visited the designated place within the four (4) weeks period made up the study population. 1153 usable research instrument were retrieved based on the researchers’ judgment through convenience sampling technique and data collected were analyzed using descriptive and inferential statistical tools. T-test of multiple regression analysis were used to analyze factors in the independent variables and their effects on the dependent variable. The study revealed that cultural perception, customer experience and customer patronage have a very strong and positive relationship therefore, concluded that there is strong positive relationship between cultural perception, customer experience and customer patronage based on the consumers’ cultural perception as they try to experience the product. It is therefore, recommended that Organizations, Marketers, and other stakeholders in relation to marketing of alcoholic bitters beverage understands how to play along cultural perception by building and creating a strong attributes of perception of the product in mind of consumers. Also, conduct customer experience survey from time to time in order to monitor and obtain information on how to sustain and improve the consumers’ feels about their product by focusing on those factor that will help build a long-lasting and mutually profitable relationship with its’ customers.

Social Media Marketing and Performance of Small and Medium-Sized Enterprises in South West Nigeria

The study investigated how small and medium-sized businesses (SMEs) in southwest Nigeria performed in terms of brand awareness, customer satisfaction, customer retention, and customer patronage in relation to social media marketing (ad placement, content marketing, referral marketing, and influencer marketing). The moderating effects of trust on SMEs' performance were also investigated in this study. Using a cross-sectional research methodology, the study used multistage sampling strategies, such as purposive, proportional, and simple random sampling. In all, 383 SMEs' owners and managers were chosen from the states of Ekiti, Ondo, and Oyo. Social media marketing significantly improved brand awareness, customer satisfaction, customer retention, and consumer patronage, according to the research. Additionally, the results showed that trust significantly moderated the performance of the chosen SMEs. According to the study's findings, social media marketing significantly impacted the performance of SMEs. According to the survey, SMEs should create a thorough social media marketing plan that includes a range of techniques like ad placement, content marketing, influencer marketing, and referral marketing. These results advance knowledge on how social media marketing might improve SMEs' performance in the specific context of Southwest Nigeria

Digital Marketing Opportunities in the Nigerian Petroleum Industry: A Post Subsidy Removal Assessment of Petrol Stations

This study investigates the relationship between digital marketing and Customer loyalty of Petrol Stations in Nigeria. The objectives of the study were to investigate the influence of online video displays, social media posts and digital display ads on Customer Loyalty. The study adopted the quasi-experimental research design which employed the cross-sectional survey design. The choice of this survey approach is because it will scientifically look at the situation on ground and will empirically analyse it to get result that can be attributable to the accessible population. Based on the objectives of the study, a research questionnaire was designed and one hundred (100) copies were distributed to customers of the petrol stations who constituted the population of the study, the researchers purposively administered the questionnaires to selected customers of the petrol stations. After data cleaning, a total of ninety-two (92) copies of the distributed questionnaire were retrieved. These copies were analysed and the hypotheses were tested using the Spearman’s Correlation Coefficient with the aid of SPSS Version 25.0. The result revealed that; there is a significant relationship between online video displays and customer patronage, social media posts and customer retention and digital display ads and repurchase intention of customers of the petrol stations in Nigeria. Consequently, the study recommended amongst others that; Petrol stations should invest more on the promotion of their brands through online video displays as this is a potential way of wining and maintaining the patronage of a sizeable number of customers.

How return policy leniency affects customer patronage in online retailing: moderating roles of novelty seeking and collectivism

How return policy leniency affects customer patronage in online retailing: moderating roles of novelty seeking and collectivism

Effects of perceived benefit on online rental service customer behavior

Due to increasing competition among rental service providers, creating and enhancing perceived value is a critical element for sustainable growth. Given the growing interest in sustainable consumption practices, this paper examines the role of perceived benefit in the online rental industry, particularly the relative impacts of economic, social, and environmental benefits on customer patronage behaviors toward service providers. The proposed model is tested using data from 404 online rental platform customers in the United States. The results of partial least squares structural equation modeling show a positive impact of perceived benefits on both consumer attitude and personal norms. In addition, the impacts of attitude and norms on behavioral intention are confirmed. Finally, differences in customer behaviors between low- and high-frequency rental platform users are identified. The economic benefit on subjective norm is only significant among high-frequency customers.

Effects of Sales Campaign Strategies on Customer Patronage of Nigeria Breweries Products in Jos South LGA of Plateau State

Customer patronage is borne out of a longing to be focused on a specialist co-op either founded on its administration quality or seen administration esteem. Albeit a few scientists have proposed that what decides a client's decision of choosing or disparaging items varies from one country to another as well as from one district to another because of contrasts in social, ecological and financial elements. The review analyzed the impacts of deals advancement methodologies on client support of Nigeria distilleries items in Jos South LGA of Level State. The review utilized a semi-organized survey planned with a 5-point Likert scaling. 143 duplicates of the survey were circulated among the respondents, who were sub merchants of Amstel Malt in Jos South LGA of Level State. The information gathered was dissected utilizing various straight relapse. The discoveries delighted that there is a huge connection between deals advancement procedures aspects (premium item, gift, extra-item and scaled down cost) on client support, implying that deals advancement techniques significantly affect client support. The review presumes that Nigeria bottling works ought to build their concentration and keep up with the level of the deals advancement methodologies (premium item, gift, extra-item and scaled down cost), since it impacts client's support. The review suggests that Nigeria distilleries ought to direct investigations to assess various degrees of allure of the markdown base advancement. Furthermore, that administration ought to execute extra-item methodologies that will empower clients see them as particularly unique and drive most extreme support.

Service Quality and Customer Patronage of Telecommunication Products in Akwa Ibom State, Nigeria

Service Quality and Customer Patronage of Telecommunication Products in Akwa Ibom State, Nigeria

Paradigm of symbiosis as a mechanism of artificial intelligence and customers’ patronage decision in the hospitality sector: the moderating role of customer engagement

ABSTRACT Study aims to explore the effect of artificial intelligence (AI) performance on customer values and patronage decisions; determine the relationship between AI service enhancement and various levels of perceived value; and adopt customer engagement as a moderator that affects customer value and patronage decision. Study adopts the Means-End Chain theory, synthesised by the Multi-Attribute Value theory to integrate AI performance and perceived values. Adopted quantitative approach and structured equation modelling and study are based on a total of 418 valid samples. Shedding light on how AI resources can be effectively managed within the service paradigm during customer interactions and AI services, this study is expected to offer theoretical and practical insights. Results contribute to the theoretical framework surrounding the relationship between AI and customer patronage decision making, thereby enriching the AI academic field. The study advocates for a symbiotic understanding of AI and customer engagement for improved service performance.

Perception of Tourists on Chatbot Service Usage on Tourism Destination: A Study of Kainji Lake National Park, Nigeria

Quest for satisfying tourists and customers’ expectations across the globe led to the development and application of various information communication technologies (ICT) in the hospitality and tourism industry. These information communication technologies have been adopted by tourism enterprises and managers such as Email, Mobile Phone, Social Media Networking (Facebook, WhatsApp, Zoom, Artificial Intelligence). Also, the quest for providing friendly interaction among tourists and destination managers further led to the development of one of the artificial intelligence algorithms known as chatbot. Chatbots are Artificial Intelligence (AI) test and/or voice-based virtual assistants that aid customers to get what they ask for quickly and accurately through a conversation in natural human language. Chatbots have been reported to be the technology for hotels, travel agencies, and airlines, however, there is no evidence-based research on the factors that explain consumers’ willingness to interact with chatbots. It is on this basis that this research is carried out. The research examined tourists’ usage of chatbots, focusing on the Kainji Lake Park (Nigeria). It is an exploratory research that utilized descriptive statistics to analyze data collected. The findings reveal that tourists are aware of the existence of chatbots as deployed to tourism industry. Also, it found that chatbots enhance destination information search. As an emerging market, stakeholders and management in the tourism industry should integrate chatbots into their main information communication technologies to enhance customer patronage.

Electronic Marketing Strategies and Customer Satisfaction of Commercial Banks in Port Harcourt, Rivers State

The study examined the relationship between Electronic Marketing Strategies and Customer Satisfaction of commercial banks in Port Harcourt, Rivers State. The study adopted the correlation survey research design. The target population of this study comprised of 21 registered commercial banks in Port Harcourt, Rivers State gotten through the Central Bank of Nigeria. Given a population of 21 banks which is less than thirty (30), the study adopted a census approach and undertook a study of the entire 21 banks with a focus on the staff (ICT personnel, Service Managers and Business Development Managers). To generate data for the study, sixty-three (63) copies of the questionnaire were given to the twenty-one (21) registered Banks in the frame of three (3) copies per bank. The questionnaire was structured on a four (4) point Likert scale. The data collected through the questionnaire were analysed using Pearson Product Moment Correlation. From the bivariate analysis carried out, it was discovered that electronic marketing strategies showed a significant relationship with customer satisfaction of commercial banks in Port Harcourt, Rivers State. It was revealed that content marketing showed a very strong and significant relationship with customer retention of commercial banks in Port Harcourt, Rivers State. Also, e-mail marketing showed a moderate and significant relationship with customer retention of commercial banks in Port Harcourt, Rivers State. The study concludes that electronic marketing strategies are significant predictors of customer satisfaction of commercial banks in Port Harcourt, Rivers State. The study recommends that banks should create content on various social media platforms as this would increase customer retention and they should adopt e-mail marketing in reaching out to customers. This would increase customer patronage and retention.

Study of factors affecting customer patronage: engagement model of health insurance

PurposeImproving health outcomes requires a robust health-care service model that delivers cost-efficient services and increase customer patronage. The purpose of this study is to examine how service quality and convenience influence perceived value, satisfaction and customer patronage of health insurance policyholders. Based on contemporary research, this study further investigates the moderating role of trust, inertia, insurer type and word-of-mouth (WOM) on relationship between satisfaction and customer patronage.Design/methodology/approachThis study conceptualized the dimensions of SERVQUAL and SERVCON as drivers of perceived value leading to satisfaction and finally customer patronage in presence of four moderators. To test the hypotheses, data from 500 consumers who had a running health insurance policy was collected and analyzed using partial least square path modeling.FindingsThe results of this study showed service quality and convenience dimensions significantly affected perceived value. Perceived value strongly influenced satisfaction and customer patronage intentions. Satisfaction had a significant positive effect on patronage. WOM and trust moderated the satisfaction–patronage relationship for recommendation intention but not repurchase intention. The moderators had an indirect bearing on customer patronage.Social implicationsSuch an engagement ecosystem can be considered to be a revolution, as it will change the way businesses are conducted and how stakeholders interact with one another.Originality/valueThis study adapts and integrates the SERVQUAL and SERVCON models to health insurance domain. Second, this study conceptualizes a modified view of post-benefit convenience relevant for health insurance as policy renewal intention rather than returns/exchanges. This addresses a gap in the SERVCON scale's applicability to insurance services. This study also makes a novel attempt of examining implication of WOM and trust in health insurance domain.

Effect of Electronic Payment System on Marketing Performance of SMEs in Akwa Ibom State, Nigeria

Although the electronic payment system is regulated, in some instances, most SME owners tend to perceive the new system as a threat due to the high rate of cybercrime, network issues, hanging of transactions, and poor description of payer identity, among others. This study examined the effect of the e-payment system on the marketing performance of selected small and medium-scale enterprises in Akwa Ibom State, Nigeria. primary data were gathered through a questionnaire administered to owners/managers of SMEs in Akwa Ibom State. The independent variables were the e-payment system (proxied via bank mobile app, POS and digital mobile app) and the dependent variable was performance (proxied via customer patronage). Data obtained for the study were analyzed with descriptive and inferential statistics. Findings showed that POS, Bank mobile app and Automated Teller Machine (ATM) were mostly used which ranked 1st, 2nd and 3rd respectively. Digital wallets, credit card online transactions and the use of crypto-currency for business were ranked 4th, 5th and 6th respectively. The study revealed that the Bank mobile app, use of point of sales (POS) machine, and Digital wallet app have significant effects on customer patronage of small and medium-scale enterprises. The study concluded that the introduction of the e-payment system (cashless policy) has a significant influence on the operation, performance and customer patronage of small and mediumscale businesses in Akwa Ibom State. It was recommended, among others, that SME operators should be trained on how to use electronic payment systems such as electronic fund transfer, mobile banking, internet banking and online remittance.

Product Branding and Customer Patronage of Champion Breweries Plc’s Products, Uyo, Akwa Ibom State, Nigeria

The study examined the effect of product branding on customers’ patronage of Champion Breweries products in Uyo, Akwa Ibom State. The research design adopted was a survey research in which 400 questionnaires were administered to the respondents, out of which 361 were duly filled and returned. Two hypotheses guided the study while regression analysis was used to analyse the data collected. Findings revealed, amongst others, that brand awareness (R2 = 0.885, P<0.05) and brand image (R2= 0.958, P=0.000) have a positive and significant effect on customers’ patronage of Champion Breweries’ products. Based on the findings, it was concluded amongst others, that branding significantly affects customers’ patronage of Champion Breweries products in Uyo. From the findings and conclusion, the study recommended that the Management of Champion Breweries, Uyo should endeavour to expose their brands to their target market using appropriate promotional mix elements to enhance brand awareness and brand image as the patronage of Champion Breweries Products is determined by them.

Social Media Marketing and Customer Patronage of Fast Food Business in Calabar Metropolis

The study examines social media marketing and consumer patronage of fast food in Calabar Metropolis. It was aimed at finding out if Facebook marketing, Twitter marketing, Instagram marketing, YouTube marketing and WhatsApp have any influence on consumer patronage of fast food in Calabar Metropolis. To achieve these objectives, the research made use of the survey research design, with a sample population of 200 respondents chosen through the judgmental sampling technique. The data collected were presented in a table using simple percentages and analysed by the use of a simple regression model. Based on the analysis, the study found that there is no significant relationship between Facebook marketing and consumer patronage of fast foods in Calabar Metropolis; also, there is no significant relationship between Instagram marketing and consumer patronage of fast foods in Calabar Metropolis; that there is significant relationship between YouTube marketing and consumer patronage of fast foods in Calabar Metropolis; specifically, that there is significant relationship between WhatsApp marketing and consumer patronage of fast foods in Calabar Metropolis. In light of the above, the study recommended that Fast food joint should conceptualise their social media page to it wider audience so as to gain more patronage.

Ethical Marketing Practices and Customer Loyalty Towards Petrol Stations in Calabar Metropolis

This study examined ethical marketing practices and customer loyalty towards petrol stations. It specifically sought to unravel the relationship between marketing transparency, quality assurance, environmental responsibility and customer loyalty towards petrol stations. To that end, the study adopted cross-sectional survey research design. This enabled the collection of primary data from 168 motorists in Calabar Metropolis using a structured questionnaire. The data obtained were descriptively analyzed, while the hypotheses of the study were tested using Pearson’s product moment correlation method. The findings of the study revealed that marketing transparency, quality assurance and environmental responsibility had significant positive relationships with customer loyalty towards petrol stations in Calabar Metropolis. On the basis of these findings, we recommended that petrol stations should adopt transparent marketing, maintain honesty in advertisements, ensure trustworthy employees, prevent deceptive pricing, guarantee accurate dispensing pumps, implement quality assurance measures for safety and durability, and exhibit a consistent commitment to environmental sustainability to foster positive perception and encourage repeat customer patronage. From the limitations of the present study, we offered potential suggestions to guide future research efforts.

Service Quality and Customer Patronage: A Moderating Role of Staff Remuneration

Service Quality and Customer Patronage: A Moderating Role of Staff Remuneration

Visitor-centric marketing approach driving theme park customer patronage: unveiling the post COVID-19 pandemic perspective

The onset of Covid-19 pandemic has resulted in a drop in visitor ship and income causing many theme parks to fail in sustaining their business. In reciprocating to this pandemic, Malaysia's theme park industry, have become more innovative in adapting to this rapidly changing new norm. This research ascertained the influence of service quality, promotion and price on customer patronage of theme parks during Covid-19. Data were collected from 340 respondents. Convenience sampling technique was used to select the respondents and a close ended structured questionnaire with a 5-point Likert scale was used for data collection. Findings from this study revealed that pricing and service quality has a strong influence on theme park patronage. This calls for management of theme parks to innovate and redesign their service quality dimensions and conduct consistent training in theme park service quality delivery to familiarize service delivery employees of their roles in the service delivery process. Theme parks too should inject flexibility in their ticket pricing to make them affordable. Such visitor-centric marketing approach can drive customer satisfaction, create positive word-of-mouth among visitors to increase patronage to the theme park and eventually heighten profits.

Using Marketing Mix Strategies to Influence Customer Patronage in an Indigenous Restaurant

Organisations will always strive to ensure that customers come back for repeat purchases and this cannot be achieved if they were not satisfied in the first place. Ensuring customer satisfaction is a prerequisite to customer patronage yet the latter cannot be achieved if there were no conscious efforts by the organization to put in place a blend of strategies that can be effectively measured. This research was carried out to examine the effect of marketing mix strategies on customer patronage in an indigenous restaurant in Abuja, Nigeria. A cross-sectional descriptive study was adopted as the research design. The participants were customers of a restaurant in Abuja, with sample data of 353 collected through a questionnaire. The link between the dependent and independent variables was determined using regression analysis, and data analysis was conducted using the Statistical Package for Social Sciences (SPSS 24). The results of the regression model show that price has a positive but not significant effect on customer patronage while physical facilities are also established to have a significant impact on customer patronage at Amala Spot, Abuja. This study, therefore, concluded and recommended that restaurateurs, especially indigenous ones must provide customers with logicality of perceived price. One management approach is to offer the appropriate quality of physical environment to customers.

The Trust of Electronic Service Quality in Customer Patronage Willingness: The Regulatory Effect of Adopting Advanced Technology

The Trust of Electronic Service Quality in Customer Patronage Willingness: The Regulatory Effect of Adopting Advanced Technology

SOCIAL MEDIA AND THE PERFORMANCE OF SEVEN UP NIGERIA BOTTLING COMPANY ENUGU

The purpose of this study was to examine the effects of social media on the performance of Seven Up Nigeria Bottling Company Enugu. The specific objectives of the study were to determine the extent to which facebook positively affects customer patronage of Seven Up Nigeria Bottling Company; examine the extent to which facebook positively affects corporate reputation of Seven Up Nigeria Bottling Company Enugu. The survey research design was adopted. A population of 63 staff respondents was used for the study. Questionnaire was used to collect data from the respondents. Both descriptive and inferential statistical tools were employed in the study. The descriptive statistical tools used for data analysis were frequencies, and percentage, while the inferential statistic used was simple linear regression to test the hypotheses formulated for the study. Findings of the study reveal that the key independent variable of social media tools exerts a significant positive effect on the performance of Seven Up Nigeria Bottling Company. The study concludes that social media tools should be embraced by the manufacturing organisations. The study recommended that manufacturing firms should endeavour to make online transactions convenient and ensure they have a wide range of products. Also they need to communicate appropriately with their publics to enable them have good opinion.