Social Media Micromarketing and Customers’ Satisfaction of Domestic Airlines in Nigeria

Abstract

This study seeks to investigate the effect of social media micromarketing on customers’ satisfaction in the domestic airline industry in Nigeria. Specifically, the study measured the effect of social media micromarketing on customers’ willingness to recommend service to others (word of mouth communication), customers’ loyalty and retention and lastly determined if overall customers’ satisfaction differ with the type of social media technology. A stratified sample of 391 travelers drawn from two domestic airlines operating in two states (Cross River State and Akwa Ibom State) in the South- South Geo-graphical Zone of Nigeria were used for the study. Three hypotheses were formulated to guide the research and the statistical significance of the variables in the three hypotheses were tested using simple regression analysis and one way analysis of variance. The study revealed significant relationship between social media micromarketing and the customers’ satisfaction variables: customers’ willingness to recommend service to others, customers’ loyalty and retention. It also shows that overall customer’s satisfaction differs with the type of social media technology. It was therefore suggested that in order for airlines in Nigeria to benefit maximally from their customer orientation philosophy, their social media platforms should be upgraded to include other technologies that are not currently in operation.