Customer Experience and Marketing Performance of Electricity Distribution Companies in Nigeria
DOI:
https://doi.org/10.59890/ijgsr.v3i5.12Abstract
The overreaching objective of the study is to identify the association between Customer Experience (which comprises peace of mind, moments of truth, outcome focus and product experience) and Marketing Performance using non-financial indicators (comprising of customer satisfaction, customer retention and loyalty) of electricity distribution companies in the South-South of Nigeria. This research examined the customer experience in Akwa Ibom, Bayelsa, Cross River and Rivers States and the marketing performance of Port Harcourt Electricity Distribution Company (PHED) covering these states in South-south Nigeria. This study used data generated from 234 study elements which were analyzed using Structural Equation Modeling (SEM). The study affirms that dimensions such as peace of mind, moments of truth, outcome focus and product experience, play significant and substantial roles in enabling the customer satisfaction, customer loyalty and customer retention of electricity distribution companies in the South-South geopolitical region of Nigeria. The results further support the assertion and give credit to the position that customer experience is a critical and highly imperative factor in sustaining marketing performance
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