Promotional strategies of mobile network providers and its influences on customer satisfaction and loyalty / by Aira Mae L. Caniya.
Material type:
TextLanguage: English Publication details: Indang, Cavite : Cavite State University- Main Campus, 2017.Description: xv, 92 pages : illustrations ; 28 cmContent type: - text
- unmediated
- volume
- 384 C16 2017
- College of Economics, Management and Developmental Studies (CEMDS)
| Item type | Current library | Collection | Call number | Materials specified | URL | Status | Notes | Date due | Barcode |
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Theses / Manuscripts
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Ladislao N. Diwa Memorial Library Theses Section | Non-fiction | 384 C16 2017 (Browse shelf(Opens below)) | Link to resource | Room use only | T-6995 | 00011480 |
Thesis (BS Business Management Major in Marketing Management) Cavite State University
Includes bibliographical references.
College of Economics, Management and Developmental Studies (CEMDS)
CANIYA, AIRA MAE L.; SABELA, MICHELLE S.; UMAGAT, NESLIE D. Promotional Strategies of Mobile Network Provider and Its Influences on Customer Satisfaction and Loyalty. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management, Cavite State University, Indang, Cavite. May 2017. Adviser Ms. Danikka A. Cubillo.
The study was conducted in selected universities in Cavite, namely: Cavite State University-Main, De La Salle University-Dasmarinas Far Eastern University- Silang and Lyceum of the Philippines-Manggahan from January to April 2017. The study aimed to determine the promotional strategies of mobile network provider and its influences on customer satisfaction and loyalty. Specifically, it aimed to: determine the profile of the students of selected universities in Cavite, determine the mobile services mostly availed by the students from mobile network providers, determine the level of satisfaction of students on mobile network providers and determine the level of loyalty students on mobile network providers. The age of the mobile network subscribers ranged from 17 to 30 years old. Majority were female with 58 percent. One hundred percent of the participants have mobile phones and use sim card. Most of the participants (94%) used prepaid sim card and 58 percent were Globe users. The promotional strategies of the mobile network providers were very influential to the students in availing services with an overall mean of 3.42. Advertising got the highest level of influence and acquired a mean of 3.64, sales promotion got the lowest level of influence with a mean of 3.09 and social media with 3.55. The respondents were satisfied and loyal with their mobile network provider. There is no significant relationship between age, and civil status of the students in the level of influence of promotional strategies of mobile network provider. However, the average monthly allowance and number of years in using mobile network provider of the students was found to be highly significant in the level of influence of the promotional strategies in terms of sales promotion and gender in terms of advertising. Thus, the result of the study showed that the subscribers were influenced by the promotional strategies of mobile network providers and it was found to be significantly related to their satisfaction and loyalty.
Submitted to the University Library 9/04/2018 T-6995