Marketing Communication and Customer Satisfaction in Selected Telecommunication Companies in Kogi State, Nigeria

Abstract

The ever increasing competition in the Telecom industry today calls for articulate Marketing communications with an eye on customer satisfaction. The study examined the impact of marketing communications on customer satisfaction in Telecom companies in Kogi State. The objectives of the study were to examine the nature of relationship that exists between marketing communications tools of publicity and sales promotion on customer satisfaction as measured by price fairness and service quality. To achieve the study objectives, a survey research design was adopted and data were collected through structured questionnaire designed in a five-point Likert scale. The respondents for the study were the customers of the selected Telecom companies in Kogi State. A sample of 246 was taken using Topman formula for an infinite population. The data collected were analyzed using tables, percentages and mean scores. The hypotheses of the study were tested using simple linear regression to determine the nature of relationships that exist between marketing communications and customer satisfaction in the Telecom companies under study.  Findings revealed a positive significance relationship between marketing communications tools of publicity and sales promotion on one hand and fair prices and service quality to customers on the other hand.  The regression results showed [R²=0.82] for price fairness and [R²=0.84] for service quality to customers respectively. Based on the findings, the study recommended that Telecom companies should marry their marketing communications strategy with the ability to satisfy customers.