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Effect of Integrated Marketing Communications on Customer Satisfaction of Selected Private Universities in South-West Nigeria

Authors: BINUYO Adekunle

Publication Type: Journal article

Journal: International Journal Of Marketing Studies

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Abstract

Integrated Marketing Communications (IMCs) is critical to the performance of an organisation. However, many
of the previous studies have focussed on manufacturing firms with very few targeted at private universities.
Moreover, empirical evidence revealed that private universities have not been able to effectively deploy IMCs to
enhance their performance and have been confronted with the challenge of poor customer satisfaction. The study
investigated the effect of IMCs on customer satisfaction of selected private universities in South-West Nigeria.
The study adopted cross-sectional survey research design. The population of the study comprised 554 employees
of the Institutional Marketing Department and ad-hoc staff of the Registry Department of the universities
selected for the study. Total enumeration method was used. The instrument used was a validated adapted
questionnaire. The Cronbach’s alpha reliability coefficients of the constructs ranged from 0.701 to 0.832. The
response rate was 85%. Data were analysed using multiple linear regression. The results revealed that IMCs had
positive and significant effect on customer satisfaction (Adj. R
= 0.834, F (5, 467) = 475.554, p < 0> relative effects of IMCs on customer satisfaction showed that advertising had a positive and significant effect (?
= 0.132, t = 3.038, p < 0 xss=removed xss=removed> 0.05), online marketing had a positive and significant effect (? = 0.269, t = 5.972, p < 0> had a positive and significant effect (? = 0.377, t = 7.415, p < 0> insignificant though positive (? = 0.059, t = 1.130, p > 0.05). The study concluded that IMCs affect customer
satisfaction. The study recommended that private universities should prioritise their promotional efforts on
advertising, service promotion, online marketing and public relations rather than direct marketing in their bid to
sustain and improve their customer satisfaction record.

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BINUYO,A. . (2020). Effect of Integrated Marketing Communications on Customer Satisfaction of Selected Private Universities in South-West Nigeria, 12 (), 78-78.

BINUYO,A. . "Effect of Integrated Marketing Communications on Customer Satisfaction of Selected Private Universities in South-West Nigeria" 12, no (), (2020): 78-78.

BINUYO,A. and . (2020). Effect of Integrated Marketing Communications on Customer Satisfaction of Selected Private Universities in South-West Nigeria, 12 (), pp78-78.

BINUYOA, . Effect of Integrated Marketing Communications on Customer Satisfaction of Selected Private Universities in South-West Nigeria. 2020, 12 ():78-78.

BINUYO,Adekunle , . "Effect of Integrated Marketing Communications on Customer Satisfaction of Selected Private Universities in South-West Nigeria", 12 . (2020) : 78-78.

B.Adekunle , "Effect of Integrated Marketing Communications on Customer Satisfaction of Selected Private Universities in South-West Nigeria" vol.12, no., pp. 78-78, 2020.

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