MARKET INTELLIGENCE AND CUSTOMERS ACQUISITION OF TELECOMMUNICATION FIRMS IN RIVERS STATE

Abstract

This study sought to analyze market intelligence and Customers Acquisition in Telecommunication Firms in Rivers State. A Correlative study design was used. The methodology adopted was Correlative study design to collect both primary and secondary data was used, a structured questionnaire with open and close-ended questions were used to gather information. The population of the study consists of four telecommunication firms operating in Port Harcourt. The sampling technique used was the census sampling techniques to select 24 managers’ four telecommunication firms in Rivers State. Secondary and Primary data was utilized in this study. Secondary data was obtained from reviewing textbooks, publications. Primary data was gathered with the aid of questionnaires.  A total of 24 copies questionnaire were distributed with 17 being answered correctly and fully. Data was analyzed using percentage, tables and Spearman Rank Order Correlation techniques and with Statistical Package for Social Science (SPSS) was used to test the nine hypotheses. The findings revealed market Intelligence has positive relationship between customers acquisition in Telecommunication Firms in Rivers State.  It was therefore recommended that Telecommunication firms in Rivers State should emphasize on building a positive Market Intelligence to meet customer’s expectation and offer more benefits to customer.