Welcome to Contemporary Marketing Research Journal

Contemporary Marketing Research Journal
Editor-in-Chief:Eric Arnould

ISSN: 4051 – 392X (print version) 5733 – 7154 (electronic version)

Current: Vol. 5; Issue 4; 2019: Frequency: Bimonthly; Impact Factor: 6.33

 

Good News: The management of CMRJ wish to inform authors, scholars and academians of its free publication. Kindly view the August Announcement for detail

Contemporary Marketing Research Journal is an international scholarly journal that foster and publishes contemporary research in marketing that enhances marketing professional decision CMRJ is geared toward international marketing/business scholars and marketers at senior- and mid-level positions. It is an official publication of centre for International Research Development

CMRJ ensures timely and low cost quality Publication

Chief Editor

Eric Arnould

Aalto University School of Business, Helsinki, Finland and EMLYON School of Business, Lyon, France

Associate Editors

Peter C. Verhoef

Rijksuniversiteit Groningen, Groningen, Netherlands

Maria Kümpel Nørgaard,

Aarhus University, Denmark

Janell Harvey,

DeVry University, United States

Vlatka Skokic,

University of Surrey, United Kingdom

Wai Yee Choon,

Taylor’s University, Lakeside Campus, Malaysia

Atefeh Keshani

Jamia Hamdard University, New Delhi, India

CMRJ is currently index in thomson Reuter research ID, google scholar, PubMed, ResearchGate, lockss, SCOPUS, Science Citation Index Expanded, We are currently working towards been indexed by Web of Science and Directory of Open Access Journal

Impact Factor® as reported in the 2017 Journal Citation Reports (scientific Journal Impact Factor, 2017): 5.72

SERVICE SURROUNDINGS AND MARKETING PERFORMANCE OF TELECOMMUNICATION FIRMS IN PORT HARCOURT, NIGERIA

Eucharia Chinasa Atuo and Lekue Jekey

Abstract: The study examines service surroundings and marketing performance of telecommunication firms in Port Harcourt, Nigeria. An accessible population of 80 employees from the four telecommunication firms in Port Harcourt were used. A percentage of 90% of the questionnaire was successfully retrieved, where 71 copies were successfully completed, retrieved and collated ,using the spearman’s rank order correlation coefficient at a 0.05 level of significance with the use of statistical package for social sciences. In conclusion, service surrounding can be considered as a significant predictor of outcomes related to marketing performance. We therefore recommend that telecommunication firms in Port Harcourt should ensure that there is a quality ambience condition in and outside the work environment

EFFECT OF PRICE PACKS ON CUSTOMER PATRONAGE OF ALCOHOLIC BEVERAGES (A STUDY OF CUSTOMERS OF ALCOHOLIC BEVERAGES IN AGUATA LGA)

Emma Ezenyilimba, Ph.D., Mbah Chris Chukwuemeka, Ph.D., and Eze Jude Obinna

Abstract: This study focused on the effect of price packs on customer patronage of alcoholic beverages. The specific objectives are to determine the effect of price pack on customer patronage. The study made use of 115 respondents. Data was analyzed using Multiple Regression Analysis. The findings revealed that both dependent and independent variables (price, pack, contest and coupons) had significant effect on customer patronage. Finally, the study concluded that price packs has significant effect on customer patronage of alcoholic beverages. Based on the results of the study and conclusions, the following recommendations are made: there are some factors that would support price pack such as quality control and assurance

EXTENDED MARKETING MIX AND ORGANIZATIONAL COMPETITIVENESS OF RESTAURANT FIRMS IN PORT HARCOURT, NIGERIA

Eucharia Chinasa Atuo and Lekue Jekey

Abstract: The study examines the relationship between extended marketing mix and organizational competitiveness of restaurant firms in Port Harcourt, Nigeria. Extended marketing mix refers to the three major areas of services marketing which organizations use to make decisions concerning their business activities. In line with the stated population, 104 questionnaire copies were distributed, nonetheless, only 93 copies were retrieved and were considered as admissible in the analysis. A percentage of 90% of the questionnaire was successfully retrieved, where 93 copies were successfully completed, retrieved and collated and was also analyzed using the spearman’s rank order correlation coefficient at a 0.05 level of significance with the use of statistical package for social sciences. In conclusion, this paper affirms that the engagement of competent and skilled personnel, application of efficient systems and suitable processing platforms, as well as the structuring of physical environmental features are necessary to enhance their competitiveness in the marketplace.

SERVICE SURROUNDINGS AND MARKETING PERFORMANCE OF TELECOMMUNICATION FIRMS IN PORT HARCOURT, NIGERIA

Eucharia Chinasa Atuo and Lekue Jekey

Abstract: The study examines service surroundings and marketing performance of telecommunication firms in Port Harcourt, Nigeria. An accessible population of 80 employees from the four telecommunication firms in Port Harcourt were used. A percentage of 90% of the questionnaire was successfully retrieved, where 71 copies were successfully completed, retrieved and collated ,using the spearman’s rank order correlation coefficient at a 0.05 level of significance with the use of statistical package for social sciences. In conclusion, service surrounding can be considered as a significant predictor of outcomes related to marketing performance. We therefore recommend that telecommunication firms in Port Harcourt should ensure that there is a quality ambience condition in and outside the work environment

WORKPLACE INTERPERSONAL RELATIONSHIP AND ORGANIZATIONAL GROWTH IN DEPOSIT MONEY BANKS IN PORT- HARCOURT

Kenneth. C. Adiele1 AND Priscilla .O. Omunakwe2

1Department of Marketing, Faculty of Management Sciences, Rivers State University, Port Harcourt, Nigeria.
2Department of Office and Information Management, Faculty of Management Sciences, Rivers State University Port Harcourt,
Abstract: The purpose of this study was to examine the relationship between Workplace Interpersonal Relationship and Organizational Growth in deposit money banks in Port -Harcourt. The study population comprised four hundred and sixty (460) staff of the ( 19) quoted money deposit banks in Port

THE ANALYSIS OF MARKETING MIX STRATEGY EFFECT ON RETIREMENT DECISION TO BECOME CUSTOMER OF BANK BUKOPIN, MEDAN BRANCH

Roy Martinus Franser Simangunsong*, Rahim Matondang**, Zahari Zen**,Isfenti Sadalia***

*Master of Management Department, University of North Sumatera
**Post Graduate Lecturer, University of North Sumatera
***Master of Management Department, University of North Sumatera
Abstract: Bank Bukopin is one of the banking companies that become the paymaster of PT. Taspen (Persero) and PT. Asabri (Persero) as a bank serving pension payment. Bank Bukopin has the opportunity to increase third party fund in the form of saving and pension credit distribution. Both purposes can be achieved by increasing pensioner customers who make Bank Bukopin the paymaster of their pension fund. The background of this study was Bank Bukopin for the past 4
Keywords: Mix Marketing Service, Marketing Strategy, Increasing the number of retired customers.

MICRO MARKETING STRATEGIES AND COMPETITIVE POTENTIALS OF MICRO FINANCE BANKS IN RIVERS STATE, NIGERIA

Kpunee, Henry*, Nwaoji, Okechukwu** and Wali, Kemkama***

*Department of Marketing, Faculty of Management Sciences, Ken Saro-Wiwa Polytechnic.
**Department of Marketing, Faculty of Management Sciences, University of Port Harcourt.
***Department of Marketing, School of management sciences, Ken-Saro WiwaPolytechnic
Abstract: The study is anchored on micro marketing strategies and competitive potentials of micro finance banks in Rivers State, Nigeria. The study adopted co relational research method, using qualitative research approach. The populations of the study are micro finance banks in Rivers State. The study sample consists of 100 staff from 5 selected micro finance banks (i.e. 20 each from the 5 selected banks) (U & C, Acorn, Afam, Evo and Diobu Micro finance banks) in Rivers State.

COMPETITIVE ADVANTAGE of PERSONALIZED SERVICES IN THE PORTUGUESE RETAIL BANKING MARKET

Margarida Sacramento and Catarina da Silva

Instituto Superior de Novas Profissões, Departamento de Comunicação e Turismo
Abstract: For the past two decades, the business world has witnessed significant changes regarding technology, marketing thinking, consumer behavior, among others. In the new marketing approach, also known as relational marketing, the customer is the focus of the company. Providing the best experience of a certain product or service has become the companies’ main goal. Creating and developing relationships with the customers is the core of relational marketing.

EFFECT OF INTERNAL MARKETING ON QUALITY SERVICE DELIVERY IN THE BANKING INDUSTRY: ZENITH BANK PLC, ASABA

Michael O. Mojekeh, Ph.D., Nwokolie Catherine Ekene, Abiri Ibrahim Zuberu and Agbaiza, Imhoesi Philip

Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Nigeria
Department of MarineTransport and Business Studies, Delta State School of Maritime Technology, Burutu, Nigeria
Department of Marketing, Auchi Polytechnics, Nigeria
Abstract: This work examined the effect of internal marketing on service quality delivery in the banking industry using Zenith Bank Plc, Asaba as the focus of the study. This study became relevant following the poor quality of services rendered by commercial banks in Nigeria. Relevant theoretical and empirical literature was reviewed. This study was anchored on Kano Model. Survey research method was adopted as the research design. The population of the study constitutes the employees of three branches of Zenith Bank in Asaba, Delta State. The data generated were analyzed using simple percentage while the hypotheses formulated were tested using simple regression analysis.

BRAND NAME AND CONSUMER LOYALTY TO FAST FOOD RESTAURANTS IN DELTA AND EDO STATES, NIGERIA

Imhoesi Philip Agbaiza, Abiri Ibrahim Zuberu, and Michael O. Mojekeh, Ph.D.,

Department of Marketing, Auchi Polytechnic, Nigeria

Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Nigeria
Abstract: This study was on the effect of brand name on consumer loyalty to fast food restaurants in Delta and Edo States of Nigeria. The study built on the premise that the consumer is very important to the survival and success of every business. The study argued that goods and services brands produced by companies are consumed by the consumers and that if these goods and services failed to find their ways into the hands of the consumers for the satisfaction of their needs, the continuous existence and profitability of such business endeavors would become doubtful and illusive. The general objective of the study was to determine the effect of brand name on consumer loyalty to fast food restaurants in Delta and Edo States in Nigeria. The theoretical framework of the study was anchored on the Brand Loyalty Theory.