THE INFLUENCE OF CUSTOMER EXPECTATIONS ON MARKETING COMMUNICATIONS
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THE INFLUENCE OF CUSTOMER EXPECTATIONS ON MARKETING COMMUNICATIONS
This study explored the influence of customer expectations on marketing communications, focusing on objectives to assess how expectations shape communication strategies, evaluate their impact on customer engagement, and determine their role in brand perception. A survey research design was utilized to capture comprehensive data from a broad sample, ensuring robust findings. Using Taro Yamane’s formula, a sample size of 340 respondents was derived from the fashion industry in Lagos. The reliability coefficient score for the survey was 0.87, indicating high reliability. Findings indicated that aligning marketing communications with customer expectations significantly enhances engagement and brand perception. Recommendations include continuously monitoring and adapting communication strategies to meet evolving customer expectations, enhancing engagement and brand loyalty.
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