MARKET SEGMENTATION STRATEGY AND CUSTOMER SATISFACTION IN NIGERIAN DOMESTIC AIRLINE
No Thumbnail Available
Date
2022-03
Journal Title
Journal ISSN
Volume Title
Publisher
A publication of Department of Business Administration, University of Maiduguri, Borno State
Abstract
The success or failure of any business organisation center on how best it can
attract and retain sizeable number of customers, by ensuring the satisfaction of their
needs and expectations, which puts enormous responsibility by way of marketing strategy
on the organisation’s decisions’ makers. This calls for formulation and implementation
of viable marketing strategy with primary focus on customers’satisfaction that would
ensure the survival and sustainable growth of the firm. This paper investigates the effect
of market segmentation strategy on customer satisfaction in selected domestic airline
companies in Nigeria. Primary data were collected using questionnaire designed on a 5-
point Likert scale, which was administered to 450 purposefully selected airlines’
customers. This was used to capture and measure variables relating to market
segmentation strategy dimensions and their relative influence on customer satisfaction.
The data obtained were analysed and hypotheses tested using multiple regression and
correlation analytical tools with the aid of SPSS. The results revealed that R2=0.614; p value <0.005 sig. value, which indicates that market segmentation strategy dimensions
jointly accounted for 61.4% when determining customer satisfaction. The study concludes
that market segmentation strategy as a whole contributed significantly to customer
satisfaction and that customer satisfaction significantly influences customer repurchase
decision in the Nigerian domestic airline. It was recommended that companies operating
in the Nigerian domestic airline should embrace appropriate segmentation strategy that
allow them to be more effective than competitors in creating, delivering, and
communicating superior customer value to their chosen target markets.
Description
Keywords
Customer satisfaction, Repurchase intention, Segmentation strategies, Domestic airlines
Citation
Adeyemi, E. A., Daramola, A. T., Oguntifa, F. O, & Abogunrin, A. P.(2022). Market Segmentation Strategy and Customer Satisfaction In Nigerian Domestic Airline SAAJOM Sahel Analyst African Journal of Management 7(1)