AKANI, Godspower Henshaw1, OGAN, Henrietta Ingo2 & EHIO, Victor Nzeyele3
1,2,3 Department of Marketing, Faculty of Administration and Management, Rivers State University
akani.godspower@ust.edu.ng
Abstract
This study investigated the relationship between innovation focus and customer retention in private media establishments in Rivers State. Customer retention was assessed through three key indicators: customer involvement, service quality, and customer loyalty. The population of the study comprised fifty (50) private media establishments in Rivers State, and one manager from each establishment was selected as a respondent. Managers were chosen based on their intellectual and official capacity to provide accurate and relevant data for the study. Primary data were collected using a self-administered questionnaire, designed in a multiple-choice format and incorporating a 5-point Likert scale. Two hypotheses were tested using Spearman’s rank-order correlation. The results revealed a significant positive correlation between an innovation focused and customer retention in private media establishments. The study concluded that an innovation focus is strongly linked to customer retention in these establishments. It is recommended that management in private media establishments in Rivers State prioritize and promote innovation to enhance their ability to retain customers.
Keywords: Innovation focused, customer retention, customer involvement, service quality, and customer loyalty