THE EFFECT OF DIGITAL MARKETING ON CONSUMER RELATIONSHIP MANAGEMENT IN TELECOMMUNICATION COMPANIES IN NIGERIA. (A STUDY OF MTN NIGERIA)
Abstract
This study was on the effect of digital marketing on customer relationship management in telecommunication companies, a study of MTN Nigeria. The purpose of this study was to determine the effectiveness of digital marketing on customer relationship management. In order to do this relevant recent literature was reviewed. Cross sectional research design was adopted for this study. Simple random sampling was used to select the sample size. The researcher used questionnaires as the instrument for the data collection. The researcher used questionnaires as the instrument for the data collection. Chi-square was used to analyse the data collected and was used to relate the contributions of the predictors at 0.05 significant levels. Two research hypotheses were formulated and tested. The total population for the study is 3,800,000 indigenes in Oyo state. A total of 400 respondents from 4 local governments in Oyo state were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies. Structured questionnaires and interviews were used to elicit responses from the respondents. The questionnaires were personally administered and retrieved by the researcher. The results revealed that there is significant relationship between digital marketing and consumer relationship management. The result also revealed that that there is significant relationship between digital marketing and organizational sales. The study concluded that digital marketing adoption has significant impact on service operations, cost operation reductions and profit levels and also improves production, promotion and brings regular patronage of MTN Nigeria. It is recommended that MTN Nigeria should continue to embark on effective digital marketing activities on their products so as to gain more consumers in the competitive market.
Keywords: Digital Marketing, Customer profiling, Customer segmentation
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