Marketing Mix and Subscribers' Satisfaction in the Telecommunications Industry

Etuk A., Anyadighibe J.A., James E.E., Ulo A.I.
{"title":"Marketing Mix and Subscribers' Satisfaction in the Telecommunications Industry","authors":"Etuk A., Anyadighibe J.A., James E.E., Ulo A.I.","doi":"10.52589/jarms-dpu9yw9n","DOIUrl":null,"url":null,"abstract":"This study examined marketing mix and subscribers’ satisfaction in the telecommunications industry. It assessed the relationship between marketing mix strategies (product variety, promotion, people and process) and subscribers’ satisfaction in the telecommunications industry. Cross sectional research design was adopted and primary data were obtained from 107 telecommunication subscribers using a structured questionnaire. Data analysis was done using descriptive statistics (frequency tables and simple percentages) and inferential statistics (Pearson’s product moment correlation) in the Statistical Package for the Social Sciences (SPSS 23). The findings of the study revealed that product variety, promotion, people and process had significant positive relationships with subscribers’ satisfaction in the telecommunications industry. In line with these findings, we made practical implications for possible implementation by players in the telecommunications industry.","PeriodicalId":120234,"journal":{"name":"Journal of Advanced Research and Multidisciplinary Studies","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2022-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"7","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advanced Research and Multidisciplinary Studies","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.52589/jarms-dpu9yw9n","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 7

Abstract

This study examined marketing mix and subscribers’ satisfaction in the telecommunications industry. It assessed the relationship between marketing mix strategies (product variety, promotion, people and process) and subscribers’ satisfaction in the telecommunications industry. Cross sectional research design was adopted and primary data were obtained from 107 telecommunication subscribers using a structured questionnaire. Data analysis was done using descriptive statistics (frequency tables and simple percentages) and inferential statistics (Pearson’s product moment correlation) in the Statistical Package for the Social Sciences (SPSS 23). The findings of the study revealed that product variety, promotion, people and process had significant positive relationships with subscribers’ satisfaction in the telecommunications industry. In line with these findings, we made practical implications for possible implementation by players in the telecommunications industry.
电信行业营销组合与用户满意度
本研究探讨电信业者行销组合与用户满意度之关系。它评估了电信行业营销组合策略(产品种类、促销、人员和流程)与用户满意度之间的关系。采用横断面研究设计,采用结构化问卷对107名电信用户进行调查。数据分析使用社会科学统计软件包(SPSS 23)中的描述性统计(频率表和简单百分比)和推理统计(皮尔逊积矩相关)。研究发现,电信业者的产品种类、促销、人员及流程与用户满意度有显著正相关。根据这些发现,我们对电信行业参与者可能实施的实际影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信