In recent times, since the cost of retaining an existing customer has been confirmed to exceed that of acquiring new ones, the emphasis has been on retaining existing customers. This study examines how bank customers’ satisfaction could be improved through some specific relationship marketing practices. This study focused on three banks within Enugu metropolis in Nigeria. The descriptive research design was adopted.384 self-administered, structured questionnaires were distributed, out of which 332 copies were returned. Data was presented using frequencies and cross tabulations. One-sample t-test and Analysis of Variance were used to test hypotheses. Findings revealed that there is a significant relationship between banks’ current relationship strategies and the level of bank customers’ satisfaction; and that bank customers are not highly satisfied with their banks’ relationship with them. Thus, customers’ satisfaction could further be improved if the banks applied some specific relationship marketing practices such as ensuring that customers’ needs are adequately met, and their complaints tackled promptly. The study recommended that these banks could go beyond the conventional practice of outward show of appreciation of customer patronage, but rather work towards resolving customers’ complaints, and meeting their needs promptly.

Purpose - This research is a critical effort towards investigating the shopping behaviour of consumers among different social class categories in Nigeria. The purpose of this paper is to evaluate the underlying factors influencing consumers’ shopping behaviour in order to establish if there is really a clear-cut distinction in this regard among the various social class categories. Design/methodology/approach - This study adopted the cross-sectional research approach and the survey research method. This study was carried out in order to determine whether there is a significant influence of social class on consumers’ choice of shopping outlet; and investigate the extent to which social class significantly influenced consumers’ organization of purchases, shopping style, and shopping pattern in Nigeria. A total of 384 copies of the questionnaire were distributed to individuals within Enugu metropolis, however only 350 copies were considered usable for data analysis. Respondents were selected using the convenience sampling technique. Descriptive statistical methods such as frequencies and percentages were used in data presentation. The chi-square and multiple regression statistics were used to analyse data. Findings - The results indicate that social class significantly influenced consumers’ choice of shopping outlet; social class did not in any way significantly influence consumers’ organization of purchases; occupation/profession did not have a significant influence on consumers’ behaviour with respect to their shopping style; and income and occupation/profession did not have a significant influence on consumers’ behaviour with respect to their shopping pattern. Practical implications – This paper presents a spotlight on Nigerian consumers’ shopping pattern vis-à-vis the age long social class theory. It revisits the significance of the concept of social class to marketing practice with a strong emphasis on consumer behaviour. Originality/Value – The significance of this paper is apparent in its proven application of the age-long social class concept in understanding consumer behaviour patterns in these contemporary times. As such, it requires a re-visit by marketing scholars so as to bring it back to limelight considering its relevance to consumer behaviourial patterns.

Purpose - The subject of market segmentation with respect to the use of mobile phones is an area that offers promising insights to strategic marketing decisions. The principles of market segmentation as established and grounded in marketing theory contain a multi-dimensional task of segmenting, targeting and positioning. Since telecommunications has inevitably transformed the entire well – being of man, of whom the young people are an interesting category, there has been a rising interest on various patterns of mobile phone usages among young consumers. This study therefore focuses on identifying various segments inherent within the younger consumers’ category in order to aid the formulation and implementation of adequate strategic marketing decisions. Design/methodology/approach - This study adopts the exploratory research approach as it attempts to get a general grasp of issues revolving around target market segmentation, as it relates to mobile phone usage patterns among young consumers. Secondary data was used and analysed vis-à-vis the outcome of a segmentation exercise previously conducted by a field expert. Findings - This study has adapted the six very important segments inherent among young mobile phone users vis: ‘talk n texters’, ‘gaming youths’, ‘talkative trendies’, ‘aspiring to be accepted’, ‘sophisticated careerists’, and ‘international business users’ and practically related them to the Nigerian younger consumers context. Practical Implications - The implication of this study for marketing practice is that organizational decisions are better guided as it becomes a lot easier to make target marketing decisions. Besides, the differing characteristics among the young mobile phone users category have been made more visible, necessitating the design of a more focused product offering suitable to each consumer category. Originality/Value – This study is a unique effort directed at an area of concern in marketing with very little or no attention accorded to it within the Nigerian market. It captures an interesting segment of the Nigerian mobile technologies market and presents a framework that offers a good basis for much more complex research activities in the nearest future.

This study investigated the influence of marketing infrastructure and digital marketing strategies on the performance of small and medium enterprises (SMEs) in Nigeria, emphasizing the mediating role of digital transformation. While prior research has established the importance of digital marketing strategies in driving performance, much of the focus has been on large firms, with limited attention to SMEs and the transformative effects of digital transformation. To address this gap, data were collected from 400 SME managers and owners registered with the Small and Medium Enterprises Development Agency of Nigeria (SMEDAN) through an online survey. The data were analyzed using partial least squares structural equation modelling (PLS-SEM). Findings revealed that marketing infrastructure and digital marketing strategies do not directly improve marketing performance; rather, digital transformation serves as a critical mediator that enables this relationship. The study concludes that SMEs that embrace digital transformation, by integrating digital technologies across operations, achieve superior marketing outcomes, including enhanced brand awareness, customer acquisition, conversion rates, and customer satisfaction, ultimately leading to higher sales, profitability and and business sustainability.