Vol. 3 No. 2 (2026): Unizik Journal of Marketing, e-ISSN: 3092 - 8923

EDITORIAL COMMENT

Editorial Comment
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EDITORIAL TEAM

Editorial Board
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Articles

ASSESSMENT OF CUSTOMER SERVICE AND CUSTOMERS’ REPEAT PATRONAGE IN FOOD RESTAURANTS IN LOKOJA METROPOLIS, KOGI STATE: EMPIRICAL EVIDENCE

JOSEPH Chioma, OGAH, Arome Victor (Ph.D) , AREOLA, Taiwo Oluwole

1-17
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DESIGNING EFFECTIVE LOYALTY PROGRAMMES FOR ENHANCING CUSTOMER RETENTION IN THE NIGERIAN HOSPITALITY INDUSTRY

Ayankola, Ayansola Adewumi, Ilesanmi, Daniel Oluwatosin

18-33
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NON-LINEAR EFFECTS OF FINANCIAL LEVERAGE ON FIRM PERFORMANCE: EVIDENCE FROM NIGERIAN CONSUMER GOODS COMPANIES

Alexander Tunde Oguntuase

34-49
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CUSTOMER EXPERIENCE MANAGEMENT AND E-COMMERCE BRAND PERFORMANCE IN A DIGITAL ENVIRONMENT

Dr. SUNDAY C. Onyeokoro, OBASI C. Daniel

50-67
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ALCOHOL PACKAGING RESTRICTIONS AND CONSUMER SUBSTITUTION BEHAVIOUR IN RIVERS STATE, NIGERIA: IMPLICATIONS FOR PUBLIC HEALTH POLICY

Dr Ann Ikechi, Dr Chidinma Udo-Orji, Dr Grace Uloego Nwansi, Dr Ngozi Constance Chris-Madu

68-85
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CLICKS VS. BRICKS: A SYSTEMATIC REVIEW OF RETAIL SEGMENTATION STRATEGIES IN OMNICHANNEL CONTEXTS

Abdulquadri Abdulazeez Olamide, Mustapha Yusuf Ismaila (PhD)

86-102
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INFLUENCE OF DIGITAL MARKETING STRATEGIES ON CONSUMER BUYING BEHAVIOR IN THE FEDERAL CAPITAL TERRITORY, ABUJA, NIGERIA

Eke, Donatus Izuogu PhD, Mohammed Jamila PhD , Babagana Haruna

103-114
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DETERMINANTS OF MARKETING INNOVATIONS IMPLEMENTATION AMONG MSMES IN RESOURCE-CONSTRAINED ENVIRONMENTS: EVIDENCE FROM NORTHEAST NIGERIA

Inalegwu Friday Alapa (PhD), Ugbe Alexander Ugbe (PhD), Alidu John, Terkaa Felix Alakali

115-133
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DEMARKETING POLITICALLY IMPOSED CANDIDATES: A PATHWAY TO GENUINE DEMOCRACY IN NIGERIA

Dr Ann Ikechi, Dr Chidinma Udo-Orji, Dr Chinyere C. Odimara, Dr Nzotta Nwamaka Ujunwa

134-152
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CODES OF ETHICS AND CORPORATE CORE VALUES ON FOOD AND BEVERAGE FIRMS IN SOUTH-EAST NIGERIA

ADINDU, Chidinma Peace Ph.D, NTO, Chioma Philips Ph.D, ADINDU, Ogbonna Michael Ph.D , NZEOMA, Sunny Paul

153-167
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QUANTUM MARKETING AND REAL-TIME PERSONALIZATION: A CONCEPTUAL REVIEW

Agodi Joy Eberechukwu, Ph.D

168-188
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STRATEGIC MARKETING INTELLIGENCE AND CUSTOMER SATISFACTION AMONG DEPOSIT MONEY BANKS IN ENUGU STATE, NIGERIA

Onah, James Ikechukwu, Eke Cyril Chijioke, Okoro, Deborah Patience, Ikpo, Kobimdi Pamela, Mmoegbunam, Stephen Chijioke, Muojekpe, Jude Chinonso

189-203
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EFFECT OF AFFILIATE MARKETING ON CONSUMER BEHAVIOR AMONG THE STUDENTS OF MICHAEL OKPARA UNIVERSITY OF AGRICULTURE UMUDIKE, ABIA STATE

ADINDU, Chidinma Peace. Ph.D, Mmanwaoke, O. Vincent. Ph.D, NZEOMA, Sunny Paul , ADINDU, Ogbonna Michael Ph.D

204-227
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INFLUENCE OF INSTAGRAM ADVERTISING ON CONSUMER PURCHASE DECISION IN ADO-EKITI METROPOLIS

AKINRUWA Temitope. E. (Ph.D), BALOGUN, Micheal. O. (M.Sc.), BANKOLE, Oluwole. A. (Ph.D)

228-242
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DIGITAL TRANSFORMATION AND MARKETING PERFORMANCE OF FAST-FOOD RESTAURANTS IN ENUGU STATE, NIGERIA: THE MEDIATING ROLE OF MARKETING CAPABILITIES

Onah, James Ikechukwu, Okoro, Deborah Patience, Ikpo, Kobimdi Pamela, Mmoegbunam, Stephen Chijioke, Muojekpe, Jude Chinonso

243-258
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EFFECT OF FOCUS STRAEGY ON SALES PERFORMANCE OF SLECTED SMALL AND MEDIUM SCALE ENTERPRIESE IN ABIA AND IMO STATES, NIGERIA

Boniface, Moses Osumba

259-272
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NEXUS BETWEEN RISK MANAGEMENT IN MARKETING OF FINANCIAL SERVICES AND PERFORMANCE OF COMMERCIAL BANKS IN NIGERIA

Okeke Lawrence Nnamdi

273-286
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MOBILE BANKING AND DIGITAL WALLETS AS CATALYSTS FOR FINANCIAL ACCESS AMONG NIGERIAN RURAL ENTREPRENEURS

Yusuf Ismaila MUSTAPHA PhD, Oyebola Fatima ETUDAIYE-MUHTAR PhD, Isaac Iortimbir AUN PhD, Kamal Asola BELLO PhD, AbdulGaniyu Ahmed OLOWO PhD

287-319
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Vol. 3 No. 2 (2026): Unizik Journal of Marketing, e-ISSN: 3092 - 8923

EDITORIAL COMMENT

Editorial Comment

EDITORIAL TEAM

Editorial Board

Table of Contents

Table of Contents

Articles

ASSESSMENT OF CUSTOMER SERVICE AND CUSTOMERS’ REPEAT PATRONAGE IN FOOD RESTAURANTS IN LOKOJA METROPOLIS, KOGI STATE: EMPIRICAL EVIDENCE

DESIGNING EFFECTIVE LOYALTY PROGRAMMES FOR ENHANCING CUSTOMER RETENTION IN THE NIGERIAN HOSPITALITY INDUSTRY

NON-LINEAR EFFECTS OF FINANCIAL LEVERAGE ON FIRM PERFORMANCE: EVIDENCE FROM NIGERIAN CONSUMER GOODS COMPANIES

CUSTOMER EXPERIENCE MANAGEMENT AND E-COMMERCE BRAND PERFORMANCE IN A DIGITAL ENVIRONMENT

ALCOHOL PACKAGING RESTRICTIONS AND CONSUMER SUBSTITUTION BEHAVIOUR IN RIVERS STATE, NIGERIA: IMPLICATIONS FOR PUBLIC HEALTH POLICY

CLICKS VS. BRICKS: A SYSTEMATIC REVIEW OF RETAIL SEGMENTATION STRATEGIES IN OMNICHANNEL CONTEXTS

INFLUENCE OF DIGITAL MARKETING STRATEGIES ON CONSUMER BUYING BEHAVIOR IN THE FEDERAL CAPITAL TERRITORY, ABUJA, NIGERIA

DETERMINANTS OF MARKETING INNOVATIONS IMPLEMENTATION AMONG MSMES IN RESOURCE-CONSTRAINED ENVIRONMENTS: EVIDENCE FROM NORTHEAST NIGERIA

DEMARKETING POLITICALLY IMPOSED CANDIDATES: A PATHWAY TO GENUINE DEMOCRACY IN NIGERIA

CODES OF ETHICS AND CORPORATE CORE VALUES ON FOOD AND BEVERAGE FIRMS IN SOUTH-EAST NIGERIA

QUANTUM MARKETING AND REAL-TIME PERSONALIZATION: A CONCEPTUAL REVIEW

STRATEGIC MARKETING INTELLIGENCE AND CUSTOMER SATISFACTION AMONG DEPOSIT MONEY BANKS IN ENUGU STATE, NIGERIA

EFFECT OF AFFILIATE MARKETING ON CONSUMER BEHAVIOR AMONG THE STUDENTS OF MICHAEL OKPARA UNIVERSITY OF AGRICULTURE UMUDIKE, ABIA STATE

INFLUENCE OF INSTAGRAM ADVERTISING ON CONSUMER PURCHASE DECISION IN ADO-EKITI METROPOLIS

DIGITAL TRANSFORMATION AND MARKETING PERFORMANCE OF FAST-FOOD RESTAURANTS IN ENUGU STATE, NIGERIA: THE MEDIATING ROLE OF MARKETING CAPABILITIES

EFFECT OF FOCUS STRAEGY ON SALES PERFORMANCE OF SLECTED SMALL AND MEDIUM SCALE ENTERPRIESE IN ABIA AND IMO STATES, NIGERIA

NEXUS BETWEEN RISK MANAGEMENT IN MARKETING OF FINANCIAL SERVICES AND PERFORMANCE OF COMMERCIAL BANKS IN NIGERIA

MOBILE BANKING AND DIGITAL WALLETS AS CATALYSTS FOR FINANCIAL ACCESS AMONG NIGERIAN RURAL ENTREPRENEURS