Marketing

This study focuses on the predictive indicators of customer loyalty among GSM users in the SouthEastern Nigeria. Most of the studies on customer loyalty in the Nigerian GSM market are alien to SouthEastern Nigeria. The main objective of this study is to empirically inquire the factors that influence customer loyalty in the Nigerian GSM market. The study adopted survey research design and the population of study is the mobile phone users in Anambra State. Quota sampling method was employed while the sample size was determined using survey systems formula. Questionnaire was employed as the research instrument and the reliability test was achieved using split-half method. Factor analysis was used for data reduction and multiple regressions were employed to test the hypotheses. The findings revealed that trust, customer satisfaction, corporate image, service quality, network coverage have significant effect on customer loyalty with customer satisfaction as the strongest predictor of customer loyalty in the Nigerian GSM market. In addition, prompt customer service was seen to have no significant effect on customer loyalty. It was recommended that GSM service providers should focus more on customer satisfaction, trust, corporate image, service quality, and network coverage in order to build sustainable relationship with their customers as to become very competitive. Also, attention should be paid on providing quality customer care service elements.

This study centers on the predictors of street food patronage in Anambra Nigeria. Since food preparation at home is being replaced by eating out due to increase urbanization hence, an increase in the number of street food vendor; it is pertinent to investigate the predictors that influence street food patronage. Ironically, few studies have been conducted to document factors that predict street food patronage in a typical developing economy like Anambra Nigeria. Using this as a point of departure, this study mainly examines the factors that predict street food patronage. It was based on the study of selected street food consumers in Anambra Nigeria. Data were collected using questionnaire based on a quota sampling of 245 respondents. Factor analysis and multiple regressions were used to reduce data and test hypotheses respectively. Cronbach's alpha coefficient was used to test the reliability of the instrument. Analysis of the data showed that attitude, subjective norms, perceived behavioral control, food quality and cultural influence are significant in predicting street food patronage with perceived behavioral control as the best predictor, followed by subjective norm, cultural influence , attitude and food quality in that order. Based on the findings, it was recommended that street food vendors should develop efficient and effective personal selling skills in order to develop and promote positive word-of-mouth, food spots should be well structured to reflect the local culture and prepare meals that are close to the cultural diets of the consumers and; tastiness, freshness and warmness of the food should never be compromised.