MOBILE MARKETING AND CUSTOMER LOYALTY OF EATERIES IN ASABA DELTA STATE

Abstract

Mobile marketing is gaining attention over traditional marketing as a new marketing strategy due to its perceived ease of use and usefulness in terms of instant two ways of interaction, cost-effective, measurability, ubiquitous, user-friendly, engagement, and accessibility to millions of passionate mobile users. Notwithstanding the trend of mobile marketing and its impact on customer loyalty and other marketing performances, traditional marketing is still widely practiced among the eateries in Asaba. This study ascertained the interplay between mobile marketing and customer loyalty of eateries in Asaba, Delta State. The study adopted a cross-sectional survey research design in a non-contrived setting and collected data from respondents using a structured questionnaire. The Spearman’s Rank Order Correlation was employed to test the hypotheses. The study observed that mobile marketing has a positive and statistically significant relationship with customer loyalty expressed through resistance to switching and repeat patronage. The study thus concluded that a significant correlation exists between mobile marketing and customer loyalty. As such, eateries in Asaba should explore mobile marketing to enhance customer loyalty. Also, be innovative in line with the contemporary business environment and consumer tastes and preferences.