MOBILE MARKETING AND EATERIES PERFORMANCE IN PORT HARCOURT
1Idenedo Wisdom Otite, 2Poi, Elizabeth Ledisi and 3Fadare, Ramat Adeola
1&3Department of Marketing, Ignatius Ajuru University of Education Port Harcourt, Rivers State, Nigeria, 2Department of Marketing, Niger Delta University,Wilberforce Island, Bayelsa State,Nigeria,
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.,This email address is being protected from spambots. You need JavaScript enabled to view it., This email address is being protected from spambots. You need JavaScript enabled to view it.

 

ABSTRACT

This paper examined mobile marketing and eateries performance in Port Harcourt. The purpose of the study was to ascertain the link between mobile marketing and eateries performance in Port Harcourt.The study proposed a mobile marketing model with mobile payment and mobile advertisement as dimensions of the predictor variable (mobile marketing) and eateries performance as the criterion variable. A cross-sectional survey research design was adopted for the study while the Spearman rank correlation coefficient was used to test the hypotheses with the aid of the SPSS version 21. The study revealed that mobile marketing (mobile payment and mobile advertisement) substantially and positively relates with eateries performance. The study recommends that eateries in Port Harcourt should invest in developing the appropriate mobile payment and mobile advertisement strategies to appeal to mobile device users and gain an edge amidst the emerging competitive trends to enhance performance consistently.
Keywords: Mobile Marketing, Mobile Payment, Mobile Advertisement, Eateries Performance

 

INTRODUCTION

The advent of the internet, mobile technology and intrinsic features of mobile devices has ominously changed the business environment of most organizations. As a growing number of mobile phone users and customers are living the mobile lifestyle (Jay, 2013). The apparent dynamism of the business environment as well as the value requirement of the customers has given birth to the zeal and curiosity of better ways to serve customers effectively and efficiently. Most organizations aim to reduce cost without hurting their level of productivity and gain an edge over the competition for a share of the minds and wallets of customers (Okeafor, 2003; Poi, 2018). Mobile marketing offers customers real time access and allows them to share experiences in real-time and enables the organization to communicate the value of their products and services in a manner that will enable them to gain a prime place in the competitive space (Didia & Otite, 2017).

No Images

pix

No Images