INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON PATRONAGE OF TELECOMMUNICATIONS SERVICES (A STUDY OF GLO AND 9MOBILE IN BENIN METROPOLIS
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- NGN 3000
ABSTRACT
This study was designed to investigate the challenges of Integrated Marketing Communication in the telecommunication industry using Globacom and 9mobile subscribers in Benin Metropolis as the study's foundation. The goal was to isolate obstacles hindering effective service delivery by the telecommunication providers. The study employed the survey research method with questionnaire as the instrument for data gathering because of it’s capacity to elicit precise information for strategic decision making. The Theory of Marketing of Products and Services upon which the study was anchored helped to throw light on the best features of exchange relationships. Findings from the study revealed that service providers tended to over concentrate on the use of a narrow strategy of personal sales to attract patronage from people within their scope of operations. To cure this defect, it was recommended that the service providers should follow current global realities of using a combination of various IMC methods to achieve greater results. It is therefore hoped that telecommunication network providers would endeavor to expand their strategies to include sales promotions, advertising messages, conditional sales as well as public relations strategies so as to target more customers.
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