Customer Reference Marketing and its Implication on Patronage in Global Oil, Ilorin, Kwara State, Nigeria
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Date
2021
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Marketing, Faculty of Management Sciences, University of Ilorin, Ilorin, Nigeria
Abstract
The petroleum motor spirit (PMS) market in Nigeria and by extension in Ilorin metropolis is highly competitive because of the activities of various independent and major marketers who have found the market appealing and profitable. The nature of the product had made these marketers take extra efforts to ensure that existing customers are satisfied and retained through various strategies such as accurate fuel dispensing machines, good customer relations and physical evidence. It is against this backdrop that the study examined customers reference marketing and its implication on the patronage in Orange Global Oil, Ilorin. This study employed a descriptive research design with a structured questionnaire administered to two hundred and fifty (250) customers ( private and commercial car and motorbike owners) who were randomly selected. Regression analysis was employed to test the hypotheses and the results showed r = 0.785 and r= 0.932 for hypotheses one and two respectively where p= 0.000 < 0.05 for all variables analysed. The findings show that customer reference marketing through variables such as offering complex-based referrals and innovativeness-based referrals had a significant influence on the level of customer patronage of Orange Global Oil services. This study recommends that Orange Global Oil Limited should provide an efficient offering of complex-based elements such as the number of functions designed into a product, product standardization, newness of application and desired amount of after-sales service via cold calling
Description
Keywords
Customer reference marketing, complex based referral, innovativeness based referral
Citation
3. Mustapha,Y.I.,Gbadeyan, R.A. &Olowo,A.A. (2021). Customer Reference Marketing and Its Implication on Patronage in Global Oil, Ilorin, Kwara State, Nigeria. Ilorin Journal of Marketing, 7(1): 108-123. Publication of Department of Marketing, University of Ilorin