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Sales Promotion Strategies and Retention of Customer Brand Loyalty in Airtel and Globacom in Akwa Ibom State

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  • Benson R. OKE

    (Department of Mass Communication, Obong University)

  • PhD, Prof Walter C. IHEJIRIKA

    (Department of Linguistics and Communication Studies, University of Port Harcourt, Nigeria)

  • PhD, Godwin A. BENSON

    (Department of Linguistics and Communication Studies, University of Port Harcourt, Nigeria)

  • Aniebo C. SAMSON, PhD

    (Department of Communication Arts, University of Uyo, Nigeria)

Abstract

This study examines the relationship between Airtel and Globacom sales promotion strategies such as Borrow and Pay Later and Bonus MB Data on retention of, and advocacy for customer brand loyalty especially in Akwa Ibom State, Nigeria. The study was premised on the Behaviour Theory. The survey research design was used involving 380 respondents who were subscribers to the networks, selected through a multi-stage sampling technique from ten communities, with the availability of the network in the state. The instrument of data collection was the questionnaire. The copies of the questionnaire were administered to the respondents in each selected community for 15 weeks. Descriptive statistics, frequency tables and weighted mean score were used to analyse data. The results of the study showed that the majority (2.88) of the respondents maintained their loyalty to these network services following these strategies; the influence of the sales promotion strategies of Airtel and Globacom on respondents’ loyalty to the networks and levels of loyalty to Airtel and Globacom networks vis-à -vis the loyalty indicators: Retention, Advocacy and Re-purchasing are significant. These imply that Borrow and Pay Later and Bonus MB Data on customer brand loyalty are very important sales promotion techniques for telecommunication firms. It is recommended that telecommunication firms and similar organisations should put in effective strategies to manage the marketing activities that influence customers’ loyalty to their brands.

Suggested Citation

  • Benson R. OKE & PhD, Prof Walter C. IHEJIRIKA & PhD, Godwin A. BENSON & Aniebo C. SAMSON, PhD, 2023. "Sales Promotion Strategies and Retention of Customer Brand Loyalty in Airtel and Globacom in Akwa Ibom State," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(4), pages 1416-1430, April.
    • Handle: RePEc:bcp:journl:v:7:y:2023:i:4:p:1416-1430
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    References listed on IDEAS

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