CUSTOMER EMPOWERMENT PRACTICES AND MARKETING PERFORMANCE OF GSMSERVICE PROVIDERS IN NIGERIA - Songo Lawson

INTRODUCTION
Customer empowerment has received considerable attention in the recent past in developing countries like Nigeria as customers of goods and services have become more informed and demanding in their purchase of goods and services, organisation basically intensifies competitive challenges (Pride and Ferrell, 2002). Market-driven potential of collective impact of customer empowerment activities is used to deliver enhanced value above what customers are expecting in the market place. The strategy of building strong and dependable customer relationships has been documented to have offered significant competitive advantage (Dinis, 2006). As a matter of fact, estimating the future earning potential of a strong customer retention, market share, sales growth, profitability, etc, is a complex process. The present marketing productivity metrics focus on past customer behaviour and expenditures. However, none of conventions provides required valuation of customer empowerment’s contribution to marketing performance. Based on the above, critique of this approach has demanded a review of marketing structure and strategies concerning customer empowerment practice to demonstrate significant contributions to marketing performance (Li, 2000). Consequently, research interest directed through customer empowerment in improving the measurability, predictive capacity and accuracy of marketing performance in recent years have necessitated additional research investigation.
In the past, research on marketing....>>>more

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