MARKET PENETRATION STRATEGIES AND CUSTOMER LOYALTY IN STARLINE NIGERIA LTD ABA, ABIA STATE
Keywords:Market Penetration Strategies, Customer Loyalty, Product Quality, Customer Patronage, Affordable Price, Promotional Strategy and Customer Retention.
This study focused on market penetration strategies and customer loyalty in Starline Nigeria Ltd Aba, Abia State. The research design adopted for this study was descriptive survey design and questionnaire served as the research instrument. Data collected were analyzed using mean statistics, and the hypotheses tested using Pearson correlation (at 0.05 level of significance) with the help of SPSS 21.0 and Microsoft Excel software. This study revealed that product quality strategy enhances customer patronage; there is significant relationship between affordable price strategy and loyalty; and promotional strategy enhances customer retention. The study conclude that market penetration strategy is seen as way of providing a quality product that satisfies customer needs, effective promotion, offering affordable price and engaging in wider customer satisfaction strategies. Based on the findings, the study recommends that firms should periodically improve the quality of their service so as to achieve high level of patronage. Again, organizations should engage in intensive promotional activities and price penetration tactics such as free samples, price discounts and bonus packs etc to increase customer’s acquisition, retention and loyalty.