Face-to-Face Communication in Nigerian Telecommunication Industry.

      Аннотация: Have you wondered why telecommunication service providers prominently employ face-to-face marketing communications as they compete for customer patronage? What role does interpersonal communication play as an alternative marketing tool? How has this face-to-face communication fared in this very critical sector of the economy? What strength does face-to-face media possess that made it highly sort for by the key players of the telecommunication industry? The story of Nigerian Telecommunication industry was told. This research work has all the answers to these questions. The objectives of the study include: to find out how much the face-to-face marketing activities of telecommunications firms reach the consumers in South-Eastern Nigeria; to assess the extent to which the telecommunications firms may have succeeded in enlarging their customer base in the South-Eastern Nigeria via face-to-face marketing; and to find out how much role face-to-face marketing may have played in strengthening loyalty to the telecommunications brands among consumers in South-Eastern Nigeria. These objectives yielded three research questions that were thoroughly answered in this academic work. Enjoy!

Ключевые слова: Customer Retention, Customer satisfaction, marketing, Face-to-face communication, machine-mediated communication, Nigeria telecommunications, customer trust and loyalty, credibility and brand attachment/brand profitability.