SENSORY STORYTELLING AND CUSTOMER PURCHASES OF TELECOMMUNICATION FIRMS IN PORT HARCOURT, RIVERS STATE

Abstract

This study examines the relationship between sensory storytelling and customer purchases of telecommunication firms in Port Harcourt, Rivers State. This study adopted a correlational survey research design as the study seek to determine the relationship between both variables under study. The population of the study consisted of 11 telecommunication firms in Port Harcourt, Rivers State. The study adopted a census population. 3 Managers were selected from each firm multiplied 11 firms give us a total of 33 respondents under study. Structured questionnaire instrument title “sensory storytelling and customer purchases questionnaire” was developed on five-point likert scale. The result of the Cronbach's Alpha reliability test indicates .702 which is above .70 which implies that the items are reliable. The primary data for this study were generated through questionnaire. hypotheses were tested using Pearson product moment correlation on SPSS. The study revealed that there is a significant relationship between visual storytelling and impulse purchase of telecommunication firms in Port Harcourt, Rivers State. There is a significant relationship between auditory storytelling and seasonal purchase of telecommunication firms in Port Harcourt, Rivers State. The study concluded that there is significant relationship between sensory storytelling and customer purchases. The study recommended that telecommunication firms should focus on improving the visual storytelling of their customers by streamlining purchasing processes, offering competitive pricing, and ensuring efficient customer service, telecommunication firms should develop strategies to foster emotional connections with their customers.