Abstract:
The telecommunication industry is characterised by intense competition, which requires the deployment of creative and innovative Integrated Marketing Communication (IMC) tools by service providers to attract new and retain existing subscribers. Previous studies have examined how telecommunication service providers in Nigeria, particularly the Global System for Mobile Communication carriers, have employed individual marketing communication tools for consumer patronage and loyalty, with little attention paid to the integration of the tools they adopt to facilitate continuous consumer subscription. This study was, therefore, designed to examine the use of IMC tools by MTN and GLO, with a view to determining how its adoption influenced consumer patronage of the service providers in the South West, Nigeria, a zone with the largest subscribers.
George Homans’ Social Exchange and William McGuire’s Information Processing theories were adopted as the framework, while the mixed methods of QUAN+qual triangulation design was employed. The purposive sampling technique was used to select MTN and GLO, based on their leading capacities in terms of market share, and five state capitals in the South West, Nigeria. Using the convenience sampling technique, a Consumer Patronage Questionnaire was administered to 631 subscribers of MTN and GLO in Abeokuta (127), Ado-Ekiti (126), Akure (126), Ibadan (126) and Osogbo (126). Ten focus group discussion sessions were held with subscribers across the five metropolis. Key informant Interviews were conducted with each of the marketing communication managers of the two service providers. Quantitative data were subjected to descriptive statistics, while qualitative data were analysed using theme building and explanation.
Five major integrated tools of marketing communication for inducing consumer patronage were identified: advertising, direct marketing, public relations, personal selling and sales promotion. The marketing communication campaigns of the service providers had peculiar anchors in their messaging. While MTN leverage product availability, GLO built its brand around pricing (tariff plans and billing systems). Subscribers of both service providers were aware of the deployed marketing communication tools. However, subscribers of GLO were more aware of the service providers’ IMC tools (M=4.18, SD=.752) than the subscribers of MTN (M=3.96, SD=1.021). The service providers extensively communicated with the consumers through radio jingles, television commercials and short message service. Respondents rated MTN (84.0%) higher than GLO (60.0%) based on their innovative marketing communication strategies in reaching consumers. Subscribers opined that the marketing communication tools employed by the service providers offered relevant information that resonated with their brand offerings. However, direct marketing, advertising and sales promotion were considered more influential than public relations and personal selling in driving continuous patronage of the two service providers. Besides the use of IMC tools, subscribers identified better quality of service by service providers for the attraction of new and retention of existing customers.
The integrated marketing communication tools employed by MTN and GLO, as well as the quality of service, positively influenced consumer patronage of the brands in the South West, Nigeria.
