Daengku: Journal of Humanities and Social Sciences Innovation
Vol. 2 No. 1 (2022)

Drivers of Customer Switching Behaviour in the Nigerian Road Transport Industry

Chukwuemeka O., Onyeagwara (Unknown)
I. Njelita, Chukwudi (Unknown)
Agu, Agu Godswill (Unknown)

Article Info

Publish Date
19 Feb 2022

Abstract

The purpose of this study was to investigate the factors driving customer switching behaviour in the Nigerian road transport industry. Arguing from the theory of planned behaviour, a survey of 371 (306 valid) customers of the organized road transport industry in Nigeria’s South-East was carried out. Collected data was analyzed with multiple regression analysis (MRA) in SPSS 21.0. Findings indicate that service quality, price, and promotion are positive and significant drivers of switching behaviour, while location is not. The study recommends crafting marketing strategies around service quality, price, and promotion as effective approach to avoid customer swapping.

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Journal Info
Daengku: Journal of Humanities and Social Sciences Innovation
Website

Abbrev

daengku

Publisher

PT. Mattawang Mediatama Solution

Subject

Humanities Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Other

Description

The Daengku seeks to publish high-quality research papers, review articles, and book reviews that make a contribution to knowledge through the application and development of theories, new data exploration, and/or scientific analysis of salient policy issues. The Scope of the Daengku includes the ...