|
" Influence of Marketing Research Application on Customer Attraction, Customer Satisfaction and Retention in Small and Medium Scale Enterprises in Borno State, Nigeria "
Kura, Aminu Baba
Francis, Ademiluyi L.
| Document Type
|
:
|
Latin Dissertation
|
| Language of Document
|
:
|
English
|
| Record Number
|
:
|
1106006
|
| Doc. No
|
:
|
TLpq2356780594
|
| Main Entry
|
:
|
Francis, Ademiluyi L.
|
|
|
:
|
Kura, Aminu Baba
|
| Title & Author
|
:
|
Influence of Marketing Research Application on Customer Attraction, Customer Satisfaction and Retention in Small and Medium Scale Enterprises in Borno State, Nigeria\ Kura, Aminu BabaFrancis, Ademiluyi L.
|
| College
|
:
|
Kwara State University (Nigeria)
|
| Date
|
:
|
2019
|
| student score
|
:
|
2019
|
| Degree
|
:
|
M.Sc.
|
| Page No
|
:
|
142
|
| Abstract
|
:
|
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.
|
| Subject
|
:
|
Business education
|
| |