Awka Telecom Industries: Analysis on Marketing Strategy

Purpose: The study seeks to (i) identify the mobile marketing strategies employed in the telecommunication industry in Awka, (ii) examine the marketing mix variables used in promoting telecommunication services, (iii) assess the relationship between mobile marketing strategies and customer loyalty, and (iv) evaluate the influence of marketing mix elements on customer loyalty in the telecommunication industry in Awka. Methodology: A descriptive survey design was employed, with a target population of 6,949,835 customers of MTN, Glo, Airtel, and Etisalat in Awka. A purposive sampling technique was used to select a sample of 401 customers, who were surveyed using a structured questionnaire. Data were analyzed using descriptive statistics, including percentage, mean, and standard deviation. Pearson correlation and regression analysis were used to test the hypotheses at a 0.01 level of significance. Findings: The results indicated a strong positive relationship between mobile marketing strategies and customer loyalty in the telecommunication sector in Awka. Additionally, marketing mix variables were found to have a significant impact on customer patronage. The study concludes that telecommunication companies in Awka should invest more in mobile marketing and enhance their marketing mix elements, such as social media platforms (Facebook, Instagram, 2go), email marketing, low-price offers, product innovation, differentiation, and customer incentives like free data, recharge cards, awards, and bonuses to increase customer loyalty and repeat purchases. Unique Contribution to Theory, Policy and Practice: The findings indicate a strong positive relationship between mobile marketing strategies and customer loyalty in Telecom sector in Awka. Additionally, marketing mix variables were found to have a significant impart on customer patronage. The study concludes that Telecom n Awka should invest more in mobile marketing and enhance their marketing mix elements e.g Social media platforms like (Facebook, Instagram), email marketing, low-price offers, product innovation, differentiation, and customer incentives like free data, recharge cards, awards, and bonuses to increase customer loyalty and repeat purchase.