Marketing mix drivers of clients satisfaction in technology-enabled service: Study of Nigerian GSM subscribers
Rapid diffusion of mobile telephone services is accompanied with low satisfaction and high switching behavior many markets.Despite the popularity of technology diffusion studies in marketing literature, limited research concentrate on the impact of marketing mix variables vis-à-vis clients’ satisfa...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
IBIMA Publishing
2008
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/12471/1/v1n10.pdf |
| _version_ | 1825803013927731200 |
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| author | Ahmad, Aminu Ahmad, Hartini |
| author_facet | Ahmad, Aminu Ahmad, Hartini |
| author_sort | Ahmad, Aminu |
| collection | UUM |
| description | Rapid diffusion of mobile telephone services is accompanied with low satisfaction and high switching behavior many markets.Despite the popularity of technology diffusion studies in marketing literature, limited research
concentrate on the impact of marketing mix variables vis-à-vis clients’ satisfaction. Much fewer studies were conducted in developing nations.This paper investigates the influence of marketing mix on clients’ satisfaction with innovation adoption in Nigerian GSM market.Building on Technology Adoption Life-Cycle Model and extensive literature review, six constructs were theoretically developed and statistically validated.Multiple regression run on a sample of 373 subscribers drawn from four universities, indicates the five marketing mix
variables predict 52% of the variance on clients’ satisfaction.Furthermore beta coefficients revealed Core Service (0.38) makes the strongest unique contribution in explaining clients’ Satisfaction followed by
Pricing at 0.22, while Distribution (0.072) is the only variable not making significant contribution to the model. |
| first_indexed | 2024-07-04T05:50:00Z |
| format | Article |
| id | uum-12471 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T05:50:00Z |
| publishDate | 2008 |
| publisher | IBIMA Publishing |
| record_format | eprints |
| spelling | uum-124712016-04-26T01:49:52Z https://repo.uum.edu.my/id/eprint/12471/ Marketing mix drivers of clients satisfaction in technology-enabled service: Study of Nigerian GSM subscribers Ahmad, Aminu Ahmad, Hartini HF Commerce T Technology (General) Rapid diffusion of mobile telephone services is accompanied with low satisfaction and high switching behavior many markets.Despite the popularity of technology diffusion studies in marketing literature, limited research concentrate on the impact of marketing mix variables vis-à-vis clients’ satisfaction. Much fewer studies were conducted in developing nations.This paper investigates the influence of marketing mix on clients’ satisfaction with innovation adoption in Nigerian GSM market.Building on Technology Adoption Life-Cycle Model and extensive literature review, six constructs were theoretically developed and statistically validated.Multiple regression run on a sample of 373 subscribers drawn from four universities, indicates the five marketing mix variables predict 52% of the variance on clients’ satisfaction.Furthermore beta coefficients revealed Core Service (0.38) makes the strongest unique contribution in explaining clients’ Satisfaction followed by Pricing at 0.22, while Distribution (0.072) is the only variable not making significant contribution to the model. IBIMA Publishing 2008 Article PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/12471/1/v1n10.pdf Ahmad, Aminu and Ahmad, Hartini (2008) Marketing mix drivers of clients satisfaction in technology-enabled service: Study of Nigerian GSM subscribers. Communications of the IBIMA (CIBIMA), 1 (10). pp. 84-90. ISSN 1943-7765 http://www.ibimapublishing.com/journals/CIBIMA/2008.html |
| spellingShingle | HF Commerce T Technology (General) Ahmad, Aminu Ahmad, Hartini Marketing mix drivers of clients satisfaction in technology-enabled service: Study of Nigerian GSM subscribers |
| title | Marketing mix drivers of clients satisfaction in technology-enabled service: Study of Nigerian GSM subscribers |
| title_full | Marketing mix drivers of clients satisfaction in technology-enabled service: Study of Nigerian GSM subscribers |
| title_fullStr | Marketing mix drivers of clients satisfaction in technology-enabled service: Study of Nigerian GSM subscribers |
| title_full_unstemmed | Marketing mix drivers of clients satisfaction in technology-enabled service: Study of Nigerian GSM subscribers |
| title_short | Marketing mix drivers of clients satisfaction in technology-enabled service: Study of Nigerian GSM subscribers |
| title_sort | marketing mix drivers of clients satisfaction in technology enabled service study of nigerian gsm subscribers |
| topic | HF Commerce T Technology (General) |
| url | https://repo.uum.edu.my/id/eprint/12471/1/v1n10.pdf |
| work_keys_str_mv | AT ahmadaminu marketingmixdriversofclientssatisfactionintechnologyenabledservicestudyofnigeriangsmsubscribers AT ahmadhartini marketingmixdriversofclientssatisfactionintechnologyenabledservicestudyofnigeriangsmsubscribers |