Title:
Impact of
Marketing Mix on Clients Satisfaction in Technology-enabled Service:
Study of Nigerian GSM Subscribers
Abstract: The rapid diffusion
of mobile telephony services is accompanied with changing clients’
satisfaction judgments, low level of satisfaction and high subscriber
turn-over rate. Despite the popularity of technology diffusion research
in marketing literature, little studies concentrate on the impact of
marketing mix variables and clients’ satisfaction in technology-enabled
service interface. Additionally, there are limited studies conducted in
developing nations. Building on Technology Adoption Life-Cycle Model
and extensive literature review, six constructs were theoretically
developed and statistically validated. Multiple regression was run on a
sample of 373 GSM subscribers drawn from four Nigerian universities.
The results revealed that the five marketing mix variables predict
52.5% of the variance on clients’ satisfaction. Furthermore beta
coefficient revealed that Core Service (0.38) makes the strongest
unique contribution in explaining clients’ Satisfaction followed by
Pricing at 0.22, while Distribution (0.072) is the only variable not
making significant contribution to the model.
Authors: Aminu
Ahmad and Hartini Ahmad