ADIELE Kenneth C.
Department of Marketing
Faculty of Administration and Management
Rivers State University Port Harcourt
adiele.kenneth@ust.edu.ng
IKEGWURU Mac-Kingsley
Department of Marketing
Faculty of Administration and Management
Rivers State University Port Harcourt
bestvaluecrest@gmail.com
NWANKWO Greg Chigemecha
Department of Marketing
Faculty of Administration and Management
Rivers State University Port Harcourt
nwankwo.chigemacha@ust.edu.ng
ABSTRACT
The study investigated the relationship between customer defection management and marketing effectiveness of upscale dining restaurants in Port Harcourt. The population of the study consisted 35 upscale dining restaurants in Port Harcourt. The study took a census. Marketing managers, customer relationship managers and branch managers provided primary data through structured questionnaire designed in five point likert scale. The Pearson product moment correlation (PPMC) was used to test the hypotheses formulated in the study. The result revealed that customer defection management, positively and significantly relates to marketing effectiveness of upscale dining restaurants. Therefore, the study concludes that customer defection management had strong nexus with marketing effectiveness and recommends that the panacea to poor marketing effectiveness of dining restaurants in Port Harcourt is anchored in their ability to effectively monitor and reduce customer defection levels.
Keyword: Customer defection management, marketing effectiveness, upscale dining restaurants