AN EMPIRICAL STUDY ON BUZZ MARKETING STRATEGIES AND CUSTOMER RETENTION OF FAST -FOOD FIRMS IN SOUTH – SOUTH, NIGERIA.
Keywords:Buzz, Marketing, Strategies, Customer, Retention
This study examined buzz marketing strategies and customer retention of fast -food firms in South-South, Nigeria. Data for the study was collected through self-administered questionnaire from the seventy five (75) respondents, however, seventy five (75) returned copies of questionnaire were valid and used for the analysis. The hypotheses were tested through Pearson correlation coefficient. The findings of the study revealed that, there is significance relationship between online buzz marketing strategy and customer retention, there is significance relationship between offline buzz marketing and customer retention, there is significance positive relationship between rumour buzz marketing strategy and customer retention, and there is significance positive relationship between conversational buzz marketing strategy and customer retention. Based on the findings arising from the analyses of data and subsequent hypotheses tested for the study, the study concluded that, buzz marketing strategies impacted positively on customer retention, of fast- food firms in South – South, Nigeria. The study also recommended that, fast food firms should employ and implement more effective buzz marketing strategies to retain more customer to boost more profit in the business.