Impact of Products, Promotion and after Sale Services on Satisfaction of PTCL's (Pakistan Telecommunication Company Ltd.) Customers

Ahmad, Nawaz

doi:10.4172/2315-7844.1000244

Cited by 3 publications

(1 citation statement)

References 26 publications

(31 reference statements)

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“…Promotion is a part of marketing activities, a good promotion can strengthen consumer confidence, because as consumers tend to buy a product based on coupons and other offers. An attractive offer on a regular basis will make consumers relative to a brand that is promoted (Nawaz, 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

Effect of Integrated Marketing Communications on Customer Satisfaction of Selected Private Universities in South-West Nigeria

Abimbola¹,

Oluwole²,

Kolawole³

2020

IJMS

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Integrated Marketing Communications (IMCs) is critical to the performance of an organisation. However, many of the previous studies have focussed on manufacturing firms with very few targeted at private universities. Moreover, empirical evidence revealed that private universities have not been able to effectively deploy IMCs to enhance their performance and have been confronted with the challenge of poor customer satisfaction. The study investigated the effect of IMCs on customer satisfaction of selected private universities in South-West Nigeria. The study adopted cross-sectional survey research design. The population of the study comprised 554 employees of the Institutional Marketing Department and ad-hoc staff of the Registry Department of the universities selected for the study. Total enumeration method was used. The instrument used was a validated adapted questionnaire. The Cronbach’s alpha reliability coefficients of the constructs ranged from 0.701 to 0.832. The response rate was 85%. Data were analysed using multiple linear regression. The results revealed that IMCs had positive and significant effect on customer satisfaction (Adj. R2 = 0.834, F (5, 467) = 475.554, p < 0.05). The relative effects of IMCs on customer satisfaction showed that advertising had a positive and significant effect (β = 0.132, t = 3.038, p < 0.05), service promotion had a positive and significant effect (β = 0.195, t = 4.502, p < 0.05), online marketing had a positive and significant effect (β = 0.269, t = 5.972, p < 0.05), public relations also had a positive and significant effect (β = 0.377, t = 7.415, p < 0.05). The effect of direct marketing was however insignificant though positive (β = 0.059, t = 1.130, p > 0.05). The study concluded that IMCs affect customer satisfaction. The study recommended that private universities should prioritise their promotional efforts on advertising, service promotion, online marketing and public relations rather than direct marketing in their bid to sustain and improve their customer satisfaction record.

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Section: Literature Reviewmentioning

confidence: 99%

Effect of Integrated Marketing Communications on Customer Satisfaction of Selected Private Universities in South-West Nigeria

Abimbola¹,

Oluwole²,

Kolawole³

2020

IJMS

View full text Add to dashboard Cite

show abstract

Factors influencing customer's loyalty towards ride-hailing taxi services – A case study of Vietnam

Nguyen-Phuoc

Tran

et al. 2020

Transportation Research Part A: Policy and Practice

116

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Determinants of customer satisfaction and loyalty Waroeng Steak Restaurant in DKI Jakarta

Mubarok,

Subarjo,

Raihan

et al. 2023

Cogent Business & Management

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Impact of Products, Promotion and after Sale Services on Satisfaction of PTCL's (Pakistan Telecommunication Company Ltd.) Customers

Abstract: Our study's objective is to check the two casual relationships, the first relationship between Products and Promotions and Customer Satisfaction of PTCL's Customers. The second causal relationship between after sale services and customer satisfaction of PTCL's customers.

Cited by 3 publications

References 26 publications

Effect of Integrated Marketing Communications on Customer Satisfaction of Selected Private Universities in South-West Nigeria

Effect of Integrated Marketing Communications on Customer Satisfaction of Selected Private Universities in South-West Nigeria

Factors influencing customer's loyalty towards ride-hailing taxi services – A case study of Vietnam

Determinants of customer satisfaction and loyalty Waroeng Steak Restaurant in DKI Jakarta

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