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| Word-Of-Mouth Marketing and Customer Retention: Evidence from Samsung Electronics Company
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EHIMEN, Ughulu Samuel (Ph.D.) & ASIAGWU, Catherine Ekene (Ph.D.)
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Abstract:
The study looked at whether word-of-mouth marketing improves customer retention or not. While the regressor is word-of-mouth marketing (WOM) and is measure by WOM activity, WOM Valence, volunteering to be a spokesperson for the company, and sharing Information about the firm, the regressed is customer retention and is measured by repeat purchase, referrals, price insensitivity, and non-complaining behaviour. In order to collect data from the target sample of Samsung Electronics Company consumers in Delta State, a survey questionnaire was used in this study's quantitative research approach to evaluate the hypotheses and meet the study's objectives. The instrument was created specifically to carry out this investigation and accomplish the goals of the research. The Statistical package for Social Sciences (SPSS) 23.0 was used to assess 430 valid and trustworthy replies that were received and test the hypotheses using the ordinary least square approach out of the 500 Samsung electronics consumers. The study disclosed that, word of mouth marketing is a major driver of customer retention. As such, the paper submits that, for Samsung Company to strive in Nigeria, the company should strengthen their interactions and relationships with their customers through word-of-mouth marketing. Contributively, the paper advances the field's understanding of the importance of word-of-mouth marketing in boosting consumer satisfaction and maintaining long-term connections with them.
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