Service Innovation And Marketing Performance Of Eatery Firms In Port Harcourt, Rivers State
DOI:
https://doi.org/10.51699/ijbde.v3i4.75Keywords:
Service Innovation, Marketing Performance, New Service Concept, New Customer Experience, New Service Delivery, Customer Retention, Repeat PurchaseAbstract
The study delved into the correlation between service innovation and marketing performance within eateries in Port Harcourt. A descriptive survey design was employed, targeting 121 eateries registered with the Rivers State Ministry of Commerce and Industry as of May 2023. With a sample size of 90 respondents determined using Krejcie and Morgan's (1970) Table, 80 completed questionnaires were used for analysis after achieving an 89% response rate. Utilizing SPSS Version 2.2.0, Spearman Rank Order Correlation was employed to test the hypotheses. The results indicated a noteworthy relationship between service innovation dimensions and various marketing performance measures among eateries in Port Harcourt. The study concluded that the relationship between service innovation and marketing performance is noteworthy, suggesting that eateries in Port Harcourt integrate new service concepts and delivery methods to enhance customer retention and repeat purchases. Furthermore, the study recommends providing effective training to employees for managing new customer relationships.
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