The impact of mobile marketing on customer retention: A case study of Airtel Nigeria in Niger State
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Background of the Study
Mobile marketing has emerged as a powerful tool for businesses to engage with customers and foster long-term loyalty. With the widespread adoption of smartphones and mobile internet, organizations can deliver personalized marketing messages, offers, and updates directly to customers, enhancing convenience and brand affinity (Okoro & Adebanjo, 2023). In the telecommunications sector, mobile marketing is critical for customer retention, as it enables companies to stay connected with their subscribers in real-time and deliver value-added services.
Airtel Nigeria, a leading telecommunications provider, operates in a highly competitive market where customer retention is vital for sustaining revenue and market share. In Niger State, where the telecommunications landscape is characterized by intense competition and price-sensitive customers, Airtel leverages mobile marketing strategies such as SMS campaigns, mobile apps, and loyalty programs to enhance customer engagement (Ibrahim & Suleiman, 2024).
Despite its potential, mobile marketing faces challenges such as message saturation, customer privacy concerns, and the need for effective personalization. This study examines the impact of mobile marketing on customer retention at Airtel Nigeria in Niger State, focusing on its effectiveness, challenges, and strategies for improvement.
Statement of the Problem
Customer retention remains a significant challenge for Airtel Nigeria in Niger State, where competition and customer expectations are on the rise. Although mobile marketing offers opportunities for direct and personalized communication, its effectiveness in retaining customers is often undermined by issues such as intrusive messaging, irrelevant content, and lack of transparency (Usman & Bello, 2023).
Additionally, limited customer insights and inadequate measurement of marketing outcomes hinder the optimization of mobile marketing efforts. Addressing these issues is essential for improving customer retention and maintaining Airtel’s competitive edge in the market. This study investigates the relationship between mobile marketing practices and customer retention, identifying areas for enhancement.
Objectives of the Study
- To assess the role of mobile marketing in customer retention at Airtel Nigeria in Niger State.
- To identify challenges associated with mobile marketing efforts at Airtel Nigeria.
- To recommend strategies for optimizing mobile marketing to enhance customer retention.
Research Questions
- How does mobile marketing influence customer retention at Airtel Nigeria in Niger State?
- What challenges affect the effectiveness of mobile marketing at Airtel Nigeria?
- What strategies can improve mobile marketing practices for better customer retention?
Research Hypotheses
- Mobile marketing significantly influences customer retention at Airtel Nigeria in Niger State.
- Challenges in mobile marketing negatively impact customer retention.
- Optimized mobile marketing strategies enhance customer loyalty and engagement.
Scope and Limitations of the Study
This study focuses on the impact of mobile marketing on customer retention at Airtel Nigeria in Niger State. The research is limited to data collected from Airtel customers and employees in the region. External factors such as competitor activities and regional infrastructure limitations are acknowledged but not extensively analyzed.
Definitions of Terms
- Mobile Marketing: Marketing efforts that use mobile devices to deliver promotional messages and engage with customers.
- Customer Retention: The ability of a company to retain its customers over time.
- Personalization: Tailoring marketing messages and offers to meet individual customer preferences and needs.
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