Investigating Effects of The Use of Premium as Promotional Tool on Retention of Customers of Pay Television in Ekiti State, Nigeria
Journal Title: International Journal of Social Science And Human Research - Year 2025, Vol 8, Issue 01
Abstract
The study investigated effects of premium as a promotional tool in attracting and retaining the customers of pay television in Ekiti State, Nigeria. Specifically, the study examined effects of extra channels, free channels and extra viewing periods on retention of customers of pay television in Ekiti State, Nigeria. Descriptive survey research design was employed for the study. The sample size used for the study was 390 customers of the three major pay television providers in Ekiti State. This represents 72, 132 and 186 customers of Startimes, DsTv and GoTv respectively selected through proportionate and multi-stage sampling techniques. Semi-structured questionnaire was used to gather necessary data needed for the study and the data were analysed with the aid of multiple regression. Findings from the study indicated that extra channels, free channels and extra viewing periods provided by the pay television providers have significant and positive effects in attracting new customers and retaining the existing ones. Based on the results of the study, it was concluded that premium as a promotional tool has positive and significant effect on retention of customers of pay television in Ekiti State, Nigeria.
Authors and Affiliations
Hezekiah Olufemi Adetayo, Chibogu Nicholas Okolugbo, Akinwumi Oluwagbenga Akingbade, Busola Deborah Omojuwa
Keywords
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- EP ID EP754867
- DOI 10.47191/ijsshr/v8-i1-13
- Views 21
- Downloads 0
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