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Examining the Impact of Niche Marketing Dimensions on Customer Satisfaction: A Study of Bolt Transportation Network in Nigeria | ||
| Journal of International Marketing Modeling | ||
| دوره 4، شماره 2، بهمن 2023، صفحه 54-69 اصل مقاله (414.68 K) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22080/jimm.2024.27701.1048 | ||
| نویسنده | ||
| Aniediabasi Udom* | ||
| Department of Marketing, Heritage Polytechnic, Eket, Nigeria. | ||
| تاریخ دریافت: 12 مرداد 1402، تاریخ بازنگری: 26 شهریور 1402، تاریخ پذیرش: 25 آبان 1402 | ||
| چکیده | ||
| This study explores the relationship between Niche marketing dimensions and customer satisfaction within the Bolt transportation network in Uyo, Akwa Ibom State, Nigeria. Understanding these dynamics is vital in the competitive transportation sector to boost customer loyalty. The primary aim is to examine how demographic profiling, price sensitivity, mobile application use, and geo-targeting influence customer satisfaction with Bolt’s services. Data was collected via a structured questionnaire from a diverse sample, predominantly female (69.9%) and aged 30-39 (52.8%). The study employed simple linear regression analysis to test four null hypotheses at a 0.05 significance level. The analysis revealed significant positive relationships between customer satisfaction and each Niche marketing dimension. Demographic profiling had a notable impact (β = 0.423), and price sensitivity showed a strong effect (β = 0.463). Mobile application use also positively correlated with customer satisfaction (β = 0.327). These findings emphasize the need to tailor services to customer demographics, address pricing concerns, and enhance mobile app usability. The study aligns with existing research but also highlights the need for improvements in mobile app performance. The study confirms that demographic profiling, price sensitivity, and mobile application use are crucial in shaping customer satisfaction, offering transportation companies a competitive edge. This research provides new insights into the influence of Niche marketing on customer satisfaction, challenging previous findings on mobile app use and suggesting that improving app performance could further enhance satisfaction. | ||
| کلیدواژهها | ||
| Customer Loyalty؛ Geo-targeting؛ Service Quality؛ Transportation Networking؛ User Experience | ||
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