ADAPTIVE SELLING AND CUSTOMER BUYING BEHAVIOR OF TELECOMMUNICATION FIRMS IN RIVERS STATE

Authors

  • C. Igani (Ph.D) Department of Marketing, Ignatius Ajuru university of Education, Port Harcourt, Rivers State, Nigeria
  • Ohalete, Stella Chiaka Department of Marketing, Ignatius Ajuru university of Education, Port Harcourt, Rivers State, Nigeria
  • Onajite Agafure Department of Marketing, Ignatius Ajuru university of Education, Port Harcourt, Rivers State, Nigeria

Keywords:

Adaptive selling, customer buying behavior, product quality

Abstract

This study investigated adaptive selling and customer buying behavior of telecommunication firms in Rivers State. The main objectives of the study was to find out the relationship between adaptive selling and customer buying behavior of telecommunication Rivers State. For this study, the population chosen was 100 which includes sales managers, supervisors of telecommunication firms in Rivers State. The research design used was correlational statistics. The data was analyzed with the use of Spearman Rank Order Coefficient (rho), in testing the hypothesis, supplemented with the use of SPSS version 21.0. The findings revealed a significant positive relationship between product quality and customer loyalty/customer intention. Recommendation was that the telecommunication firms should staff the stand with personnel that can best achieve the objectives set. And to attract a customer, telecommunication firms should have good promotional programs that will aim at awakening and stimulating customer demand for the products or the services.

 

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Published

2024-07-25

How to Cite

C. Igani (Ph.D), Ohalete, Stella Chiaka, & Onajite Agafure. (2024). ADAPTIVE SELLING AND CUSTOMER BUYING BEHAVIOR OF TELECOMMUNICATION FIRMS IN RIVERS STATE. BW Academic Journal, 1(3), 113–123. Retrieved from https://bwjournal.org/index.php/bsjournal/article/view/2179