Browsing by Author "Abdulraheem, M"
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Item Effect of marketing communication mix on eligible voters during political campaigns in Ilorin Metropolis(Ilorin Journal of administration and development, 2018) Olujide, O.J; Osezua, E.M; Abdulraheem, M; Imouokhome, E.OIndividual aspiring for political positions must create a considerable level of awareness for eligible voters to vote for them marketing communication mix is a tool for creating awareness; this study therefore examine the effect of this marketing communication mix on voters during political campaigns in Ilorin Metropolis. The descriptive survey design was adopted for the study and the population for the study comprised of eligible voters from the three local government areas in Ilorin-Ilorin West, Ilorin East and Ilorin South. A sample of 369 respondents was taken out of which 282 respondents filled and returned the questionnaire. One research hypothesis was formulated for this study self-structured questionnaire designed in line with five points Likert format was used as instrument for data collection. The null hypothesis formulated was tested using multiple regression statistics at 0.05 alpha level. The findings revealed that marketing communication mix had significant effect on eligible voters during political campaigns; therefore, the alternative hypothesis was accepted. It was concluded that marketing communication mix is a tool that could be used by political aspirants. The study recommended that political aspirants should invest more on marketing mix during campaigns to achieve their set goals.Item Effect of service quality on customer patronage in the Nigerian hotel industry(Journal of business & value creation, 2017) Imouokhome, E.O; Bello, K.A; Abdulraheem, MIn this dynamic world market environment in addition to cut-throat competition, service quality has become imperative in order to be able to satisfy and retain customers. This study therefore, investigated the effect of service quality on customer patronage in the Nigerian hotel industry, with major focus on selected five-star hotels in Lagos, Nigeria. The objectives of the study were to: i. examine the effect of service quality on customer patronage of the selected hotels; ii. determine the difference between customers’ actual and expected satisfaction. The study adopted the survey design. The population of the study comprised top ten 5-star hotels in Lagos, Nigeria and their respective infinite number of customers. Convenience and random sampling were used in selecting three 5-star hotels and 128 customers from each hotel since they are of the same rating. A structured questionnaire was used to collect data from 384 respondents. Data were analyzed using multiple regression and gap analysis to test the research hypotheses at 0.05 level of significance. The findings of the study were that: i. Service quality has a significant effect on customer patronage in the Nigerian hotel industry with (empathy: = b-0.482, t = -3.495, p < 0.05; responsiveness: = b -0.306, t =-2.913, p<0.05, reliability: 0.283, t=2.443, p<0.05; tangibles: 0.694. t = 4.165, p<0.05 and Assurance 0.021, t=0.144, p<0.05) and (r2= 0.492, p<0.05). ii. There is a significant difference between customers expected satisfaction and the actual satisfaction in the selected hotels. Conclusively, service quality has a significant effect on customer patronage in the Nigerian hotel industry. Based on the findings, it was recommended that the selected hotel should allocate more resources and time to the area of service quality and improve more on their assurance which has no significant effect and also on empathy and responsiveness which are significant but with inverse relationshipItem Product positioning strategies and customer's choice of cosmetics products in Lagos State(Ilorin Journal of administration and development, 2019) Olowo, A.A; Bello, K.A; Imouokhome, E.O; Abdulraheem, MManufacturers deal with a number of uncertainties, trending technologies and tendency of peer influences among users of goods and for them to gain competitive advantages and new markets, organizations try to surpass their competitors by positioning their product in the mind of users through quality and pocket friendly product. it is based on afore-mentioned that the study examined the impact of product positioning on the choice of cosmetic products. The intention of this study focuses mainly on the impact of product pricing positioning strategies and quality position strategies on the customer’s choice of cosmetic products. 265 structured questionnaires were administered but only 247 were correctly filled and returned by the respondents. Multiple regression technique was used in analyzing the data with confidence level at 0.05. Result showed that there is moderate positive relationship between price positioning strategies and customer choice of cosmetic product having = 0.684 and p value = 0.000 and quality positioning strategies = 0.73 and p-value = 0.000 which implies that 0.73 increase in quality positioning of cosmetic products will lead to 73% increase in the choice made by customers of cosmetic products in Lagos state, Nigeria. This study therefore concludes that price positioning strategies and quality positioning strategies have moderate positive impact on the customer choice of cosmetic products and the study recommended that manufacturers of cosmetic should be proactive and strategic in handling these key elements to build long lasting relationship with their customers.Item Relationship marketing(Journal of sustainable development in Africa, 2020) Imouokhome, E.O; Adegbola, E.A; Abdulraheem, M; Bello, K.AThe study examines the impact of relationship marketing as a sustainable tool for enhancing customer satisfaction, using customers of GTBank PLC branches in Ilorin, Nigeria as the study area. The population of the study comprises the customers of GTBank in Ilorin. The study employed the use of primary data through a self-administered questionnaire. The results of the hypotheses tested reveals that commitment in relationship marketing have significant effect on customer satisfaction (β = 0.511, t = 7.753, p – 0.024). It also revealed a significant effect of trust in relationship marketing on customer loyalty (β = 0.548, t = 2.079, p – 0.012). This connotes that a better relationship with customers in the banking industry will yield positive result on customer satisfaction and loyalty, vice versa. It can therefore be concluded that relationship marketing has significant impact on customer satisfaction.