UNIZIK Journal of Marketing
type: channel
description: The UNIZIK Journal of Marketing (UJofM) is an online, publication from the Department of Marketing at Nnamdi Azikiwe University in Awka, Anambra State, Nigeria. This open-access, peer-reviewed journal aims to disseminate scholarly discussions and practice from the diverse areas of marketing. It welcomes research manuscripts, including original research articles, reviews, case studies, and theoretical papers, particularly those with an interdisciplinary focus.
publisher: Department of Marketing, Nnamdi Azikiwe University, Awka, Anambra State, Nigeria
language: en
publication name: UNIZIK Journal of Marketing
issn: 3092-8923
items: MOBILE BANKING AND DIGITAL WALLETS AS CATALYSTS FOR FINANCIAL ACCESS AMONG NIGERIAN RURAL ENTREPRENEURS
items: NEXUS BETWEEN RISK MANAGEMENT IN MARKETING OF FINANCIAL SERVICES AND PERFORMANCE OF COMMERCIAL BANKS IN NIGERIA
items: EFFECT OF FOCUS STRAEGY ON SALES PERFORMANCE OF SLECTED SMALL AND MEDIUM SCALE ENTERPRIESE IN ABIA AND IMO STATES, NIGERIA
items: DIGITAL TRANSFORMATION AND MARKETING PERFORMANCE OF FAST-FOOD RESTAURANTS IN ENUGU STATE, NIGERIA: THE MEDIATING ROLE OF MARKETING CAPABILITIES
items: INFLUENCE OF INSTAGRAM ADVERTISING ON CONSUMER PURCHASE DECISION IN ADO-EKITI METROPOLIS
items: EFFECT OF AFFILIATE MARKETING ON CONSUMER BEHAVIOR AMONG THE STUDENTS OF MICHAEL OKPARA UNIVERSITY OF AGRICULTURE UMUDIKE, ABIA STATE
items: STRATEGIC MARKETING INTELLIGENCE AND CUSTOMER SATISFACTION AMONG DEPOSIT MONEY BANKS IN ENUGU STATE, NIGERIA
items: QUANTUM MARKETING AND REAL-TIME PERSONALIZATION: A CONCEPTUAL REVIEW
items: CODES OF ETHICS AND CORPORATE CORE VALUES ON FOOD AND BEVERAGE FIRMS IN SOUTH-EAST NIGERIA
items: DEMARKETING POLITICALLY IMPOSED CANDIDATES: A PATHWAY TO GENUINE DEMOCRACY IN NIGERIA
items: DETERMINANTS OF MARKETING INNOVATIONS IMPLEMENTATION AMONG MSMES IN RESOURCE-CONSTRAINED ENVIRONMENTS: EVIDENCE FROM NORTHEAST NIGERIA
items: INFLUENCE OF DIGITAL MARKETING STRATEGIES ON CONSUMER BUYING BEHAVIOR IN THE FEDERAL CAPITAL TERRITORY, ABUJA, NIGERIA
items: CLICKS VS. BRICKS: A SYSTEMATIC REVIEW OF RETAIL SEGMENTATION STRATEGIES IN OMNICHANNEL CONTEXTS
items: ALCOHOL PACKAGING RESTRICTIONS AND CONSUMER SUBSTITUTION BEHAVIOUR IN RIVERS STATE, NIGERIA: IMPLICATIONS FOR PUBLIC HEALTH POLICY
items: CUSTOMER EXPERIENCE MANAGEMENT AND E-COMMERCE BRAND PERFORMANCE IN A DIGITAL ENVIRONMENT
items: NON-LINEAR EFFECTS OF FINANCIAL LEVERAGE ON FIRM PERFORMANCE: EVIDENCE FROM NIGERIAN CONSUMER GOODS COMPANIES
items: DESIGNING EFFECTIVE LOYALTY PROGRAMMES FOR ENHANCING CUSTOMER RETENTION IN THE NIGERIAN HOSPITALITY INDUSTRY
items: ASSESSMENT OF CUSTOMER SERVICE AND CUSTOMERS’ REPEAT PATRONAGE IN FOOD RESTAURANTS IN LOKOJA METROPOLIS, KOGI STATE: EMPIRICAL EVIDENCE
items: Table of Contents
items: Editorial Board
items: Editorial Comment
items: VENDOR-MANAGED INVENTORY ON PROCUREMENT PERFORMANCE OF UPSTREAM OIL AND GAS COMPANIES IN SOUTH-SOUTH, NIGERIA
items: IMPACT OF BUSINESS CREATION AND INNOVATION ON EMPLOYMENT GENERATION AMONG STARTUPS IN KWARA STATE
items: EFFECT OF COOPERATIVE MICRO-CREDIT SCHEME ON THE PERFORMANCE OF SMALL-SCALE BUSINESS IN OSUN STATE.
items: ONLINE CUSTOMER EXPERIENCE AND CUSTOMER LOYALTY OF UNDERGRADUATE USERS OF BANK APPS IN BAYELSA
items: EMPLOYEE PARTICIPATION AND ORGANIZATIONAL PERFORMANCE: A STUDY OF NESTLE NIGERIA PLC
items: PECEIVED POLICE MISCONDUCTAND CONSUMERS SATISFACTION IN DELTA CENTRAL SENATORIAL DISTRICT, DELTA STATE
items: EDITORIAL TEAM
items: DIGITAL MARKETING AND CUSTOMER SATISFACTION IN SELECTED DEPOSIT MONEY BANKS IN AWKA METROPOLIS, ANAMBRA STATE

MOBILE BANKING AND DIGITAL WALLETS AS CATALYSTS FOR FINANCIAL ACCESS AMONG NIGERIAN RURAL ENTREPRENEURS
type: item
description: Access to formal financial services remains uneven in many developing economies, particularly among rural entrepreneurs in Nigeria who continue to experience limited integration into the formal financial system despite the expansion of digital finance platforms. Mobile banking and digital wallets have increasingly been promoted as accessible and cost-effective alternatives to traditional banking channels. However, evidence suggests that adoption and sustained usage in rural areas remain constrained by infrastructural deficiencies, usability concerns, and limited perceived value. This study examined the relationship between mobile banking, digital wallet usage, and financial inclusion among rural entrepreneurs in Nigeria. A quantitative research design was adopted, and data were collected through a structured questionnaire administered to 363 rural entrepreneurs across Kogi, Kwara, Nasarawa, and Niger States. Descriptive statistics and regression analysis were employed to test hypotheses relating to infrastructure, ease of use, transaction usage, and perceived usefulness. The descriptive findings revealed generally low to moderate mean scores for ease of use, perceived usefulness, continued use intention, and digital wallet usage, indicating that respondents still experience substantial barriers in the adoption and utilization of digital financial services.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Yusuf Ismaila MUSTAPHA PhD
creator: Oyebola Fatima ETUDAIYE-MUHTAR PhD
creator: Isaac Iortimbir AUN PhD
creator: Kamal Asola BELLO PhD
creator: AbdulGaniyu Ahmed OLOWO PhD
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-16
publication date: 2026-06-16
starting page: 287
ending page: 319

NEXUS BETWEEN RISK MANAGEMENT IN MARKETING OF FINANCIAL SERVICES AND PERFORMANCE OF COMMERCIAL BANKS IN NIGERIA
type: item
description: This study examined the effect of risk management on the financial performance of deposit money banks in Nigeria. Specifically, the study investigated the effects of credit risk, liquidity risk, market risk, and capital risk on the return on assets (ROA) of deposit money banks in Nigeria. The study was anchored on Modern Portfolio Theory developed by Markowitz (1952), which emphasizes risk diversification and the optimization of risk-return trade-offs. An ex-post facto research design was adopted, and secondary data covering the period 2000–2023 were obtained from the Central Bank of Nigeria Statistical Bulletin and Nigeria Deposit Insurance Corporation reports. Data were analysed using descriptive statistics and Ordinary Least Squares (OLS) regression techniques. The findings revealed that credit risk exerted a positive but statistically insignificant effect on return on assets. Liquidity risk had a negative and insignificant effect on return on assets. Market risk showed a positive but insignificant effect on return on assets. However, capital risk exhibited a positive and statistically significant effect on return on assets. The study concluded that effective risk management remains a critical determinant of bank performance, with capital adequacy playing the most influential role in enhancing profitability. The study recommends that deposit money banks should strengthen their credit appraisal systems, improve liquidity management frameworks, enhance market risk monitoring mechanisms, and maintain adequate capital buffers in compliance with regulatory requirements to improve financial performance and ensure long-term stability.
subject: Articles
  topic: section
creator: Okeke Lawrence Nnamdi
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-16
publication date: 2026-06-16
starting page: 273
ending page: 286

EFFECT OF FOCUS STRAEGY ON SALES PERFORMANCE OF SLECTED SMALL AND MEDIUM SCALE ENTERPRIESE IN ABIA AND IMO STATES, NIGERIA
type: item
description: The paper studied the effect of market focus strategy on the sales performance of selected Small and Medium Scale Enterprises (SMEs) in Abia and Imo States, Nigeria. Market focus strategy of the study concentrated on geographical focus, product and service focus. And more importantly, how these segment strategies were used to achieve sales performance. Multi-stage probability sampling method was adopted for the study. The State was divided into three geo-political zones namely Abia North, Abia Central and Abia South. From each of these zones, 50 respondents were selected which gave us a sample size of 150. From here, 150 copies of copies of questionnaire were designed and distributed for collection of primary data for the study. Cronbach Alpha model was used to determine the reliability of the research instrument. And a result of 0.76 and 0.74 were adopted for test and re-test reliability of the instrument. The study revealed that market focus strategy has significant effect on the sales performance of the selected SMEs in Abia and Imo State. Specifically, geographical market focus strategy was significant than differentiation strategy on the sales performance of the selected SMEs. Further findings revealed that majority of the selected SMEs concentrated their limited resources to small customer group they can control. This led to increase in their sales volume over time. It was recommended that selected SMEs should adopt market focus strategy by focusing on specific group of customers in a particular market segment. Especially by those ones in table water who have little resources to compete with larger firms like Coca-Cola that and Pepsi that produce Eva Water and Aquafina respectively.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Boniface, Moses Osumba
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-16
publication date: 2026-06-16
starting page: 259
ending page: 272

DIGITAL TRANSFORMATION AND MARKETING PERFORMANCE OF FAST-FOOD RESTAURANTS IN ENUGU STATE, NIGERIA: THE MEDIATING ROLE OF MARKETING CAPABILITIES
type: item
description: The study investigated the effect of digital transformation on marketing performance of Fast-Food Restaurants in Enugu state, Nigeria: The mediating role of marketing capabilities. The objective was to examine the relationship between digital transformation and marketing performance, considering how marketing capabilities mediate the relationship. A quantitative research was conducted using a cross sectional survey research design. The population comprises managers and personnel of 183 Fast-Food restaurants selected in Enugu state. An online questionnaire in Google Document was used for data collection. Discriminant and convergent validity tests were conducted, and reliability was tested using composite reliability. Purposive sampling was used in distribution of questionnaire to a sample of 398 respondents. Partial Least Square (SMART 4) Structural Equation Modeling technique was used for inferential statistical analysis at 5% level of significance. Descriptive statistical analysis was carried out using tables, frequencies, mean, and standard deviation aided by SPSS version 28.0. The findings revealed that digital transformation had no significant effect on marketing performance of Fast-Food restaurants in Enugu state, Nigeria. It also revealed that marketing capabilities mediate the relationship between digital transformation and marketing performance. It was concluded that digital transformation has no significant direct effect on marketing performance of Fast-Food restaurants in Enugu state; however it has an indirect effect through marketing capabilities as a mediating factor. The study recommended that Fast-Food restaurants should embrace digital transformation with adequate marketing capabilities for enhanced marketing performance in Enugu state. The findings of the study have many implications to the policy holders, stakeholders, marketers, consumers, Fast-Food restaurants, and future researchers.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Onah, James Ikechukwu
creator: Okoro, Deborah Patience
creator: Ikpo, Kobimdi Pamela
creator: Mmoegbunam, Stephen Chijioke
creator: Muojekpe, Jude Chinonso
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-16
publication date: 2026-06-16
starting page: 243
ending page: 258

INFLUENCE OF INSTAGRAM ADVERTISING ON CONSUMER PURCHASE DECISION IN ADO-EKITI METROPOLIS
type: item
description: The digital transformation of marketing has made social media a dominant force shaping consumer decisions. In Nigeria, platforms such as Instagram are redefining how brands engage customers and influence purchases. Yet, limited empirical evidence exists on its effects on predicting customers' purchase decisions in a state capital like Ado-Ekiti, given the influx of investors, businesses, and the alarming population in the state capital. This study, therefore, examined the effect of Instagram advertising on consumers’ purchase decisions in Ado-Ekiti metropolis. The study is anchored in the Theory Acceptance Model. A descriptive survey design was used, and data were collected via structured questionnaires administered to 519 active Instagram users; 420 completed questionnaires were used for the study. The data were processed using descriptive statistics and Structural Equation Modelling (SEM). Findings revealed that Instagram advertising platforms influenced consumer purchasing decisions to a small but significant extent. The inability of Instagram advertising to meet customer expectations for consumer purchase decisions in Ado-Ekiti will persist unless the ads are more relevant, credible, and emotionally engaging. Therefore, it is recommended that marketers avoid wrong negative loading that might be counterproductive.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: AKINRUWA Temitope. E. (Ph.D)
creator: BALOGUN, Micheal. O. (M.Sc.)
creator: BANKOLE, Oluwole. A. (Ph.D)
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-16
publication date: 2026-06-16
starting page: 228
ending page: 242

EFFECT OF AFFILIATE MARKETING ON CONSUMER BEHAVIOR AMONG THE STUDENTS OF MICHAEL OKPARA UNIVERSITY OF AGRICULTURE UMUDIKE, ABIA STATE
type: item
description: Affiliate marketing has become a prominent digital marketing strategy where products and services are promoted through affiliates such as influencers, bloggers, and social media content creators who earn commissions based on conversions. This study examined the effect of affiliate marketing on consumer buying behavior among students of Michael Okpara University Umudike. The study focused on how affiliate marketing influences key consumer buying behavior variables, including consumer trust, consumer engagement and purchase intention among university students. A descriptive survey research design was adopted, and data were collected from undergraduate students using a structured questionnaire. The data collected were analyzed using descriptive statistics and regression analysis to test the relationship between affiliate marketing and consumer buying behavior. The findings revealed that affiliate marketing has a positive and significant effect on consumer trust, consumer engagement and purchase intention. The study concludes that affiliate marketing is an effective tool in shaping consumer buying behavior among university students. It recommends that organizations should treat affiliate marketing as a strategic marketing tool by investing in reliable affiliate partnerships, monitoring campaign performance regularly, and integrating affiliate marketing with other digital marketing strategies to improve engagement, trust, and sales performance simultaneously.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: ADINDU, Chidinma Peace. Ph.D
creator: Mmanwaoke, O. Vincent. Ph.D
creator: NZEOMA, Sunny Paul
creator: ADINDU, Ogbonna Michael Ph.D
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-16
publication date: 2026-06-16
starting page: 204
ending page: 227

STRATEGIC MARKETING INTELLIGENCE AND CUSTOMER SATISFACTION AMONG DEPOSIT MONEY BANKS IN ENUGU STATE, NIGERIA
type: item
description: The study investigated the effect of marketing intelligence on customer satisfaction among deposit money banks in Enugu state Nigeria. The study centered on how marketing intelligence variables including product intelligence, competitor intelligence, customer intelligence and market intelligence affect customer satisfaction. A cross sectional survey research design was adopted using customers of deposit money banks in Enugu state as the population. The population size was unknown while the sample size was 384. Primary source of data was used while the instrument of data collection was a structured questionnaire. The validity of the instrument was tested using expert opinion while the reliability of the research instrument was tested using Cronbach Alpha coefficient. The study used a purposive sampling technique in reaching the respondents. Multiple regression statistical analysis method was used for inferential statistical analysis while descriptive analysis was carried out using tables, frequencies and percentages. The study revealed that product intelligence, competitor intelligence, customer intelligence and market intelligence have significant and positive effect on customer satisfaction. It was concluded that the marketing intelligence dimensions understudy have significant and positive effect on customer satisfaction. The study recommended that deposit money banks should ensure improved usage of the studied marketing intelligence dimensions for enhanced customer satisfaction with their service offerings in Enugu state.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Onah, James Ikechukwu
creator: Eke Cyril Chijioke
creator: Okoro, Deborah Patience
creator: Ikpo, Kobimdi Pamela
creator: Mmoegbunam, Stephen Chijioke
creator: Muojekpe, Jude Chinonso
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-16
publication date: 2026-06-16
starting page: 189
ending page: 203

QUANTUM MARKETING AND REAL-TIME PERSONALIZATION: A CONCEPTUAL REVIEW
type: item
description: The emergence of quantum computing is prompting renewed discussion on the future of marketing strategy, particularly around real-time personalization and customer engagement. This paper presents a conceptual analysis of Quantum Marketing and its potential implications for business strategy, based on a review of existing literature and documented case discussions in academic and industry sources. Using a qualitative document analysis method, the study examined peer-reviewed articles, industry reports, and conference proceedings published between 2020 and 2025. The analysis focused on identifying recurring themes related to opportunities, technical requirements, and implementation challenges associated with applying quantum computing concepts to marketing functions. The review highlights that discussions on quantum marketing emphasize potential advantages in data processing speed and personalization capabilities, alongside significant barriers including technical complexity, data infrastructure needs, and limited accessibility. The paper concludes that while quantum computing remains largely experimental in marketing contexts, its development warrants ongoing conceptual and practical attention. It recommends that future empirical studies test these propositions and those firms interested in the area prioritize foundational investments in data architecture and digital readiness.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Agodi Joy Eberechukwu, Ph.D
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-16
publication date: 2026-06-16
starting page: 168
ending page: 188

CODES OF ETHICS AND CORPORATE CORE VALUES ON FOOD AND BEVERAGE FIRMS IN SOUTH-EAST NIGERIA
type: item
description: The main objective of this paper was to examine the relationship between code of ethic and corporate core values among food and beverage firms in South East of Nigeria. The research design was survey research design. The population of the study was all registered food and beverage firms in Nigeria with operational base as South Eastern Nigeria. Available records from Nigeria Directory of statistics show that there are ninety-five (95) registered food and beverage firms in South Eastern Nigeria. The study adopted the total population of the study as the sample size because it was relatively small. The source of data for this work was primary. Data was collected through self-administered copies of structured questionnaire. Data collected were analyzed using Pearson correlation analysis. Correlation analysis was selected in this study because the primary objective is to determine the nature and strength of the relationship between two measurable variables. The findings showed that codes of ethics have a positive significant relationship with company core value. Based on the finding it was recommended that Managers in food and beverage firms should focus on regular ethics training, effective communication of ethical standards, and consistent enforcement mechanisms because it can help embed core values into daily operations.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: ADINDU, Chidinma Peace Ph.D
creator: NTO, Chioma Philips Ph.D
creator: ADINDU, Ogbonna Michael Ph.D
creator: NZEOMA, Sunny Paul
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-16
publication date: 2026-06-16
starting page: 153
ending page: 167

DEMARKETING POLITICALLY IMPOSED CANDIDATES: A PATHWAY TO GENUINE DEMOCRACY IN NIGERIA
type: item
description: This study, titled Demarketing Politically Imposed Candidates: A Pathway to Genuine Democracy in Nigeria, examined the application of demarketing within the political context, with particular focus on its effects on electoral integrity, voter trust, and political accountability, as well as the mediating role of voter political awareness. A quantitative survey research design was adopted. Data were collected through a structured questionnaire administered via Google Forms, yielding 262 valid responses from Nigerian voters. The instrument employed a four-point Likert scale ranging from strongly disagree to strongly agree in order to eliminate neutral responses and encourage clearer opinion expression. Data were analyzed using descriptive statistics, analysis of variance (ANOVA), and Partial Least Squares Structural Equation Modeling (PLS-SEM) implemented through SmartPLS, with measurement and structural model assessments confirming reliability, validity, and acceptable model fit. The findings revealed that demarketing politically imposed candidates significantly enhances voter trust and political accountability but does not exert a significant direct effect on electoral integrity. Furthermore, the results indicated that voter political awareness significantly mediates the relationship between demarketing politically imposed candidates and democratic outcomes. The study concluded that demarketing politically imposed candidates represents a viable political marketing approach for strengthening democratic participation and accountability in Nigeria. Accordingly, the study recommended intensified voter education programmes, more transparent political party nomination processes, and stronger civil society advocacy aimed at discouraging candidate imposition.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Dr Ann Ikechi
creator: Dr Chidinma Udo-Orji
creator: Dr Chinyere C. Odimara
creator: Dr Nzotta Nwamaka Ujunwa
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-13
publication date: 2026-06-13
starting page: 134
ending page: 152

DETERMINANTS OF MARKETING INNOVATIONS IMPLEMENTATION AMONG MSMES IN RESOURCE-CONSTRAINED ENVIRONMENTS: EVIDENCE FROM NORTHEAST NIGERIA
type: item
description: Marketing innovation is increasingly recognized as a cost-effective strategy for MSMEs in resource constrained environments. However, limited attention has been given to the drivers that enable its implementation in such contexts. This study examines the determinants of marketing innovation implementation among micro, small and medium enterprises (MSMEs) in Northeast Nigeria. Specifically, it investigates the influence of entrepreneurial orientation, digital capability and market intelligence capability on marketing innovation implementation among registered MSMEs in Bauchi, Gombe, and Borno States. A cross-sectional survey design was adopted. The population comprised 73,327 MSMEs, from which a minimum sample size of 398 was derived using the formula proposed by . To address potential non-response, the sample was increased by 10% in line with methodological recommendations of , yielding a final sample of 438. Bowley’s proportional allocation and a multi stage sampling technique were employed to ensure representativeness. Data were collected via structured questionnaires and analyzed using multiple regressions. Findings reveal that entrepreneurial orientation, digital capability and market intelligence capability have significant positive effects on marketing innovation implementation. The study concludes that firm-level capabilities drive marketing innovation in resource-constrained environments. It recommends that MSMEs strengthen entrepreneurial orientation, invest in digital capabilities and enhance market intelligence to improve innovation outcomes and competitiveness.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Inalegwu Friday Alapa (PhD)
creator: Ugbe Alexander Ugbe (PhD)
creator: Alidu John
creator: Terkaa Felix Alakali
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-16
publication date: 2026-06-16
starting page: 115
ending page: 133

INFLUENCE OF DIGITAL MARKETING STRATEGIES ON CONSUMER BUYING BEHAVIOR IN THE FEDERAL CAPITAL TERRITORY, ABUJA, NIGERIA
type: item
description: This study examined the influence of digital marketing strategies on consumer behavior among adults in Abuja, FCT, Nigeria. The paper is grounded in the Theory of Planned Behavior and Technology Acceptance Model. A a cross-sectional survey of 384 consumers was conducted across Abuja Municipal Area Council, Gwagwalada, and Kuje using multi-stage stratified sampling from March May 2026. Four strategies were measured: social media marketing, email marketing, search engine marketing, and mobile advertising. Consumer behavior was operationalized as purchase intention, brand loyalty, and electronic word-of-mouth using 5-point Likert scales adapted from validated instruments.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Eke, Donatus Izuogu PhD
creator: Mohammed Jamila PhD
creator: Babagana Haruna
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-13
publication date: 2026-06-13
starting page: 103
ending page: 114

CLICKS VS. BRICKS: A SYSTEMATIC REVIEW OF RETAIL SEGMENTATION STRATEGIES IN OMNICHANNEL CONTEXTS
type: item
description: Retailers face increasing difficulty in aligning segmentation strategies across online and offline environments amid rapid technological change. This study adopts a qualitative design using PRISMA guidelines, reviewing 46 peer-reviewed articles (2015–2024) from an initial pool of 68. Findings show that online segmentation is driven by real-time behavioral data and AI-based personalization, while offline segmentation remains largely demographic and geographic. However, cross-channel consumer behavior is creating overlap, with emerging technologies such as IoT, edge computing, and federated learning narrowing the data gap between both environments. The paper also revealed several major obstacles, including data silos, excessive personalization, and privacy threats, as well as potential convergence in the form of unified CRM platforms. The implication of this results is that both theory and practice must shift toward holistic, cross-channel frameworks that better capture dynamic consumer behavior and support more effective strategic decision-making. It was therefore concluded that retail segmentation is evolving from distinct online and offline approaches toward integrated, data-driven strategies shaped by omnichannel behavior. Hence, retailers should invest in unified data systems, advanced analytics, and context-sensitive models. The originality of this study lies in its contribution towards clarifying the evolving divide in retail segmentation and identifying pathways toward integrated, technology-driven segmentation frameworks.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Abdulquadri Abdulazeez Olamide
creator: Mustapha Yusuf Ismaila (PhD)
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-17
publication date: 2026-06-17
starting page: 86
ending page: 102

ALCOHOL PACKAGING RESTRICTIONS AND CONSUMER SUBSTITUTION BEHAVIOUR IN RIVERS STATE, NIGERIA: IMPLICATIONS FOR PUBLIC HEALTH POLICY
type: item
description: Spurred by the recent ban on the production and distribution of alcohol in sachets and small-sized containers, this study investigates the relationship between alcohol packaging restrictions and consumer substitution behaviour in Rivers State, Nigeria, with implications for public health policy. A descriptive survey research design was adopted, and data were collected from 384 respondents using a structured questionnaire administered through a mixed-mode approach. The sample size was determined using Cochran’s formula, while a multistage sampling technique was employed to capture both urban and rural consumers. Data were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings indicate that alcohol packaging restrictions are primarily associated with alternative substance substitution, particularly toward energy drinks and non-alcoholic beverages, followed by product form switching from sachet alcohol to bottled or canned alternatives. A moderate behavioural shift was also observed in cross-category substitution, where consumers migrated from sachet alcohol to other alcoholic beverages such as beer. In contrast, movement toward informal or illicit alcohol sources, including locally distilled gin, remained statistically insignificant, suggesting continued reliance on formal distribution channels despite the restrictions. The study further reveals that income level significantly moderates the relationship between packaging restrictions and consumer substitution behaviour, with lower-income consumers exhibiting stronger behavioural adjustments due to affordability pressures. These findings suggest that packaging restrictions may influence the pattern and form of alcohol consumption rather than eliminate consumption entirely. The study concludes that alcohol packaging restrictions are associated with changes in consumer consumption patterns and may contribute to broader public health objectives when supported by effective enforcement, consum…
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Dr Ann Ikechi
creator: Dr Chidinma Udo-Orji
creator: Dr Grace Uloego Nwansi
creator: Dr Ngozi Constance Chris-Madu
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-17
publication date: 2026-06-17
starting page: 68
ending page: 85

CUSTOMER EXPERIENCE MANAGEMENT AND E-COMMERCE BRAND PERFORMANCE IN A DIGITAL ENVIRONMENT
type: item
description: This study examines the relationship between customer experience management (CEM) and e commerce brand performance in a digital environment, with a focus on online shoppers in Abia State, Nigeria. The research adopted a survey design, using both primary and secondary data sources. Primary data were collected through a structured online questionnaire administered via Google Forms. The sample size was determined using the Taro Yamane formula, from a population of 1,651 respondents, yielding 267 valid responses from 322 distributed questionnaire. Data were analyzed using descriptive statistics and Ordinary Least Squares (OLS) regression at a 0.05 level of significance. Findings reveal that website usability, delivery speed and reliability, payment convenience, customer service responsiveness, and complaint handling all have significant positive relationships with e-commerce brand performance. Among these, complaint handling emerged as the strongest predictor, indicating the importance of post-purchase experience in shaping consumer perceptions and trust. The study concludes that customer experience management is a critical driver of e-commerce brand performance, particularly in emerging digital markets. It recommends that e commerce firms strengthen complaint resolution systems, improve logistics efficiency, enhance payment security, and optimize customer service responsiveness to build trust, improve satisfaction, and sustain long-term customer loyalty.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Dr. SUNDAY C. Onyeokoro
creator: OBASI C. Daniel
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-17
publication date: 2026-06-17
starting page: 50
ending page: 67

NON-LINEAR EFFECTS OF FINANCIAL LEVERAGE ON FIRM PERFORMANCE: EVIDENCE FROM NIGERIAN CONSUMER GOODS COMPANIES
type: item
description: This study investigates the relationship between financial leverage and firm performance among listed consumer goods companies in Nigeria, with a specific focus on whether the relationship is linear or follows an inverse U-shaped pattern. Using an ex post facto research design, panel data were collected from 16 firms over the period 2013–2024, yielding 192 firm-year observations. Financial leverage was measured by short-term, long-term, and total debt ratios, while performance was proxied by return on assets (ROA), with return on equity (ROE) and gross profit margin (GPM) used for robustness. Fixed effects regression and system generalized method of moments (GMM) were employed. The results show that all three leverage measures have significant negative linear effects on ROA. However, when a quadratic term is introduced, a strong inverse U-shaped relationship emerges, with an optimal total debt ratio of approximately 27%. This optimal level is well below the sample average of 44%, implying that most firms operate beyond their value-maximizing leverage. The findings support the trade-off theory of capital structure and remain robust across alternative performance measures, different leverage definitions, and exclusion of the crisis period. The study recommends that managers target leverage within the optimal range and that policymakers focus on reducing borrowing costs and foreign exchange risks.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Alexander Tunde Oguntuase
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-17
publication date: 2026-06-17
starting page: 34
ending page: 49

DESIGNING EFFECTIVE LOYALTY PROGRAMMES FOR ENHANCING CUSTOMER RETENTION IN THE NIGERIAN HOSPITALITY INDUSTRY
type: item
description: This study examined the role of loyalty programmes in enhancing customer retention in the Nigerian hospitality industry in Ilesa, Osun State. A cross-sectional survey design was adopted, and data was collected using a structured questionnaire. Descriptive statistics revealed that respondents generally perceive loyalty programmes positively, with value-based programmes having the highest perceived impact. Points-based, tiered, and value-based loyalty programmes all have positive and significant relationships with customer retention. The study concludes that loyalty programmes are effective in promoting long-term commitment. The study recommends that hotels integrate points-based, tiered, and value-based programmes strategically, to enhance customer retention and achieve sustainable competitive advantage.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Ayankola, Ayansola Adewumi
creator: Ilesanmi, Daniel Oluwatosin
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-17
publication date: 2026-06-17
starting page: 18
ending page: 33

ASSESSMENT OF CUSTOMER SERVICE AND CUSTOMERS’ REPEAT PATRONAGE IN FOOD RESTAURANTS IN LOKOJA METROPOLIS, KOGI STATE: EMPIRICAL EVIDENCE
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description: The study focused on assessment of Customer Service and Customer repeat patronage in food restaurants in Lokoja metropolis, Kogi State: Empirical evidence. The specific objectives were to examine the relationship between empathy, responsiveness and complaint handling on customer repeat patronage in food restaurants in Lokoja metropolis, Kogi State, Nigeria. Data were gathered from primary source; The population of the study consisted of customers of selected food restaurants. To facilitate data collection purposive sampling method was used to select 120 participants from the three purposively selected popular restaurants in Lokoja metropolis, Kogi State. Pearson correlation statistical tool was used to test the hypothesis. The findings revealed that empathy, responsiveness and complaint handling have significant relationship with customer repeat patronage in food restaurants. The study recommends that: Restaurant owners should place great emphasis on empathy to influence customer repeat patronage; they should give assurance towards responsiveness to enhance customer repeat patronage and restaurant owners should be tactical in handling customers complaint to influence their customer repeat patronage in the competitive business environment.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: JOSEPH Chioma
creator: OGAH, Arome Victor (Ph.D)
creator: AREOLA, Taiwo Oluwole
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-17
publication date: 2026-06-17
starting page: 1
ending page: 17

Table of Contents
type: item
subject: Table of Contents
  topic: section
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-14
publication date: 2026-06-14

Editorial Board
type: item
subject: EDITORIAL TEAM
  topic: section
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-14
publication date: 2026-06-14

Editorial Comment
type: item
subject: EDITORIAL COMMENT
  topic: section
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-06-14
publication date: 2026-06-14

VENDOR-MANAGED INVENTORY ON PROCUREMENT PERFORMANCE OF UPSTREAM OIL AND GAS COMPANIES IN SOUTH-SOUTH, NIGERIA
type: item
description: This study investigated the relationship between vendor-managed inventory and procurement performance of upstream oil and gas companies in South-South, Nigeria. The independent variable was vendor-managed inventory, while material availability, timeliness, and cost reduction served as measures of the dependent variable (procurement performance). The study population comprised twenty-four (24) upstream oil and gas companies in South-South Nigeria as enlisted in the finelib.com Nigerian Directory and Search Engine. A census method was adopted in selecting the sample size, administering three copies of a structured questionnaire to Operations Managers, Procurement/Logistics Managers, and Marketing Managers from each of the 24 companies, yielding 72 respondents. Data were analyzed using Pearson's Product Moment Correlation and Linear Regression Analysis with the aid of Statistical Package for Social Sciences (SPSS) version 23.0. The analysis revealed statistically positive and significant relationships between vendor managed inventory and all measures of procurement performance. Specifically, vendor-managed inventory showed a moderate positive relationship with material availability (r = 0.440, p < 0.05), a strong positive relationship with timeliness (r = 0.603, p < 0.05), and a moderate positive relationship with cost reduction (r = 0.471, p < 0.05). Regression analysis further confirmed that vendor-managed inventory significantly predicts procurement performance (R² = 0.412, F = 23.456, p < 0.05). The study concluded that vendor-managed inventory significantly relates to procurement performance of upstream oil and gas companies in South-South, Nigeria. It was recommended that managers should constantly evaluate current inventory practices to ensure VMI applicability, integrate environmental protection considerations, and adopt advanced demand forecasting techniques to improve material availability and timely delivery.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Dr. Mrs. Stella Wada Wejinya
creator: Dr. Chituru Gibson Ogonu
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-19
publication date: 2026-02-19
starting page: 185
ending page: 207

IMPACT OF BUSINESS CREATION AND INNOVATION ON EMPLOYMENT GENERATION AMONG STARTUPS IN KWARA STATE
type: item
description: In today’s dynamic global economy, the creation of new businesses and the adoption of innovative practices serve as vital drivers of economic growth and competitiveness. However, unemployment especially among youth remains a major socioeconomic challenge in Nigeria despite policy efforts to stimulate job creation. The main objective of the study is to investigate the impact of Business Creation and Innovation on Employment Generation Among Startups in Kwara State. Other specific objectives is to determine the effect of business creation on employment generation among startups in Kwara State and examine the effect of innovation on Employment Generation Among Startups in Kwara State. A cross-sectional survey research design was used to collect quantitative data for this study. Three Hundred and Twenty (320) registered Startups that were financially supported by the Kwara State Social Investment Programme in 2024 make up the target population. The study adopted a census approach by including the entire population as the sample size. Multiple linear regression analysis with the aid of SPSS version 27.0 was used for analysis. The study concluded that that business creation has a significant and positive effect on employment generation among startups in Kwara State. Also, the study concludes that innovation exerts an even stronger positive influence on employment generation among startups in Kwara State. The study recommended that government agencies, financial institutions, and entrepreneurial support organisations in Kwara State intensify efforts to promote the establishment of new businesses through easier access to startup capital, reduction of bureaucratic bottlenecks, and provision of entrepreneurial training. Furthermore, in relation to innovation, policymakers, private sector stakeholders, and educational institutions should collaborate to strengthen innovation ecosystems that support startups.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Oluwajimade Jeremiah Adekanmi
creator: Ola Olusegun Oyedele, Ph.D
creator: Olalere Victoria Folakemi
creator: Florence Ajoke Olaniyan
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-19
publication date: 2026-02-19
starting page: 168
ending page: 184

EFFECT OF COOPERATIVE MICRO-CREDIT SCHEME ON THE PERFORMANCE OF SMALL-SCALE BUSINESS IN OSUN STATE.
type: item
description: Cooperative microcredit schemes have become an important tool to serve micro and small enterprises (MSEs) in the developing economies especially in Nigeria where there is limited access to formal financing. This research enquires how cooperative microcredit programmes, namely the availability of cooperative credit, cooperative loans, savings mobilisation, and the non-financial support affect the performance of small owners of businesses in Osun State, Nigeria. The aim is to identify to what degree these elements contribute to the sustainability and growth of the enterprises as a whole and separately. The study took a quantitative survey research design wherein data was gathered from 224 small-scale business owners in the sampled cooperative societies. To evaluate the overall predictive power of cooperative microcredit schemes on performance of businesses, descriptive statistics, regression analysis and ANOVA were used. The model summary indicated a significant positive correlation between cooperative microcredit schemes and business performance (R =.925; R 2 =.856). The outcome of the ANOVA test proved the significant nature of the model in general F(4,308) = 450.771; p ≤ .000). Regression coefficients demonstrated that non-financial support contributed the most apparent contribution (β = 2.260, p ≤ .000) which was preceded by cooperative loans, savings mobilisation and access to credit. Business performance was significantly affected by all the predictors at the 5% level. The results confirm that cooperative microcredit programmes play a great role in improving the performance of small businesses in Osun State. The study recommended that cooperative micro-credit programmes should continue to be a viable tool toward enhancing the resilience in Osun State.
subject: Articles
  topic: section
subject: Array
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creator: AKINTAYO, Akintunde Aremu
creator: IBRAHIM Kayode Muhammed
creator: ONI, Moses Taye
creator: OYEKAN Marvellous Adetola
creator: COLE Kanyinsola Helen
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-19
publication date: 2026-02-19
starting page: 140
ending page: 167

ONLINE CUSTOMER EXPERIENCE AND CUSTOMER LOYALTY OF UNDERGRADUATE USERS OF BANK APPS IN BAYELSA
type: item
description: This study investigates the relationship between online customer experience and customer loyalty among undergraduates who are users of bank apps in Bayelsa State, Nigeria. Anchored in Information Systems (IS) continuance theory, the study conceptualizes OCX as a multidimensional construct comprising functional experience, information experience, and aesthetic experience. A correlational, cross-sectional survey design was adopted, and data were collected from undergraduate students of a public university in Bayelsa State using an online questionnaire. From a sample of 377 respondents, 239 valid responses were analyzed using exploratory factor analysis, reliability testing, and correlation analysis. Exploratory factor analysis revealed a three-factor structure of online customer experience, differing from the initially hypothesized dimensions. Correlation analysis results indicate that functional experience, information experience, and aesthetic experience all have significant relationships with customer loyalty. Among these, information experience was found to have the strongest relationship with customer loyalty. The findings highlight the importance of app usability, quality and reliability of information, and interface aesthetics in fostering both attitudinal and behavioral loyalty.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Amangala, A. Emmanuel
creator: Mathias, V. Sandra
creator: Barakabo Ebimieowei
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-19
publication date: 2026-02-19
starting page: 124
ending page: 139

EMPLOYEE PARTICIPATION AND ORGANIZATIONAL PERFORMANCE: A STUDY OF NESTLE NIGERIA PLC
type: item
description: Employee participation is increasingly recognized as an important managerial strategy for improving organizational performance, particularly in manufacturing firms operating in emerging economies. This study examined the relationship between employee participation and organizational performance in Nestlé Nigeria Plc. Specifically, it investigated how different forms of participation influence productivity, employee commitment, and the barriers that hinder effective participation. A correlational survey research design was adopted. Data were collected using a structured questionnaire administered to 346 employees selected through stratified random sampling. The instrument demonstrated good internal consistency with Cronbach’s alpha values above 0.70 across all constructs. Data were analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis. The findings showed a significant positive relationship between employee participation and organizational performance (r = 0.624, p < 0.001). Employee participation explained 38.9% of the variance in organizational performance (R² = 0.389, F(4,341) = 54.27, p < 0.001). Direct participation was the strongest predictor (β = 0.342), followed by consultative (β = 0.287), delegative (β = 0.206), and indirect participation (β = 0.118). Employee participation also significantly influenced employee commitment (β = 0.451, p < 0.001). Key barriers included inadequate communication channels, limited management commitment, and insufficient training. The study highlights the importance of participative management in enhancing organizational performance. Strengthening direct employee involvement, improving communication systems, and providing management training on participative leadership can help organizations maximize the benefits of employee participation.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Joshua Osayabawen Imadonmwiyi
creator: Mathew Ifirinwa Eboma
creator: Eunice Molayo Oladipo
creator: Adedayo Ayeni
creator: Gbenga Bamidele Ayodele
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-19
publication date: 2026-02-19
starting page: 102
ending page: 123

PECEIVED POLICE MISCONDUCTAND CONSUMERS SATISFACTION IN DELTA CENTRAL SENATORIAL DISTRICT, DELTA STATE
type: item
description: Abstract The study carried out a research work on perceived police misconduct and consumers satisfaction in Delta Central Senatorial District, Delta State. The specific objectives of the study were to assess Police Bribery and Corruption, police Brutality and Police Indiscriminate Profiling on Consumers Satisfaction in Delta Central Senatorial District in Delta State, Nigeria. The study adopted the descriptive survey research design. The population of the study comprised of the population of the study comprised all consumers/citizens residing in four selected Local Government Areas (LGAs) out of the eight LGAs in Delta Central Senatorial District of Delta State, Nigeria. The Population of the study was 936, 979, NPC; 2006. The Taro Yarmen sample size formula was used to determine Sample for the study. Thus, the sample is 400. The study employed proportional stratified sampling tool to select respondents from the four (4) local Governments studied. The research instrument used for the study was the questionnaire and the Cronbach’s Alpa reliability test was used, the result of the test was 94.2%. Furthermore, Computer Programming (i.e., statistical package for social science (SPSS), Regression Analysis was used to test the hypotheses stated for the study. Descriptive statistics reveal a complex public view: while consumers generally express high trust in police (Mean = 3.9103), perceptions of police misconduct are prevalent, with brutality identified as the most pressing concern (Mean = 3.9401).
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Ederewhevbe, Ighotegunor Godfrey (Ph.D.)
creator: Monye Michael (Ph.D.)
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-19
publication date: 2026-02-19
starting page: 74
ending page: 101

EDITORIAL TEAM
type: item
subject: EDITORIAL TEAM
  topic: section
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-09
publication date: 2026-02-09

Editorial Comment
type: item
subject: EDITORIAL COMMENT
  topic: section
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-09
publication date: 2026-02-09

DIGITAL MARKETING AND CUSTOMER SATISFACTION IN SELECTED DEPOSIT MONEY BANKS IN AWKA METROPOLIS, ANAMBRA STATE
type: item
description: In today’s competitive banking sector, where customer satisfaction is increasingly influenced by digital interactions, banks must adopt effective digital marketing strategies to enhance service delivery and retain clients. This study therefore examines the effect of digital marketing on customer satisfaction in selected deposit money banks in Awka Metropolis, Anambra State. The specific objectives were to: (i) ascertain the influence of mobile payment services on customer satisfaction; (ii) determine the effect of online banking experience on customer satisfaction; (iii) examine the impact of social media engagement on customer satisfaction; and (iv) identify the effect of mobile banking applications on customer satisfaction. The study adopted a descriptive survey design, with data collected through structured questionnaires administered to 180 respondents selected using simple random sampling. Data were analyzed using descriptive statistics and regression analysis. The findings revealed that mobile payment services significantly influence customer satisfaction (B = 0.286, p = 0.000), online banking experience has a positive effect (B = 0.085, p = 0.025), social media engagement significantly impacts satisfaction (B = 0.332, p = 0.007), and mobile banking applications positively affect customer satisfaction (B = 0.216, p = 0.000). The study concludes that digital marketing tools play a critical role in enhancing customer satisfaction in the banking sector. It recommends that banks invest in improving mobile payment platforms, enhance online banking interfaces, actively engage customers on social media, and continuously upgrade mobile banking applications to maintain high levels of customer satisfaction.
subject: Articles
  topic: section
subject: Array
  topic: keywords
creator: Dr. Lawrence Okeke
creator: Igwe Kevin Nnajiofor
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-19
publication date: 2026-02-19
starting page: 55
ending page: 73