COMPETITIVE AGRESSIVENESS AND BUSINESS SUCCESS OF FINTECH IN SOUTH/SOUTH GEOGRAPHIC ZONE, NIGERIA

Abstract

This study empirically investigated the relationship between competitive aggressiveness and business success of fintech firms in the South-South geopolitical zone of Nigeria. The study adopted a quantitative research method with emphasis on generalizability of findings across the  study population. The population comprised thirty-six (36) fintech firms operating within the  South-South region and registered with the Central Bank of Nigeria (CBN) as obtained from the  official regulatory database (www.cbn.gov.ng). Given the relatively small and accessible  population, a census sampling technique was employed, whereby all firms were included in the study. Ten (10) managerial staff were selected from each firm, resulting in a total sample size of three hundred and sixty (360) respondents. Data were collected using a structured questionnaire, which was validated through a pilot study. The reliability of the instrument was established using Cronbach’s Alpha coefficient, with all constructs achieving a reliability threshold of not less than 0.78, indicating acceptable internal consistency. The formulated hypotheses were tested using the Pearson Product Moment Correlation Coefficient (PPMC) with the aid of the Statistical Package for Social Sciences (SPSS), version 22.0. The empirical results revealed that competitive aggressiveness has a strong and positive influence on customer loyalty and new customer acquisition among fintech firms in the study area. This indicates that firms demonstrating higher levels of competitive aggressiveness are more likely to achieve improved customer retention, acquisition, and overall market expansion. The study concludes that competitive aggressiveness significantly enhances business success by strengthening customer loyalty and facilitating new customer acquisition in the fintech industry within the South-South geopolitical zone of Nigeria. Accordingly, the study recommends that fintech firms should intensify competitive strategies at  both organizational and individual managerial levels to sustain growth, improve market positioning, and enhance long-term business performance.