VALUE CREATION ORIENTATION AND MARKETING SUCCESS OF TELECOMMUNICATION FIRMS IN RIVERS STATE

Abstract

This study investigated the relationship between Value Creation Orientation and Marketing Success of Telecommunication firms in Rivers state, Nigeria. The study adopted a cross sectional survey design. The population of the study comprised all the four major Telecommunication firms with offices in Rivers State. The target population was composed of 32 senior managers at the regional / zonal headquarters of the firms in Rivers state. To generate data for the study, the questionnaire was distributed, with each firm receiving eight (8) copies.  A total of 32 copies of the questionnaire were distributed, and 30 copies were returned and used in data analysis. The reliability of the instrument was established usinAg the Cronbach's alpha reliability test. The data collected was analyzed using the Spearman Rank Order Correlation Technique.  The findings reveled that Value creation  orientation significantly relate with the three measures of Marketing  Success (Marketshare Growth, Customer satisfaction and Sales Growth).The study concluded that firms should create customer value by tailoring their products and services to meet the needs and preferences of their customers.