Impact of Marketing Strategies on Customers’ Satisfaction in Nigeria Bottling Company (NBC) Yola Depot (2008-2016)

Abstract

This study evaluated the impact of marketing strategies on customers’ satisfaction in NBC Yola depot from (2008-2016). Questionnaires were used as the instrument for data collection .The sample size of this study was 117 staff and customers selected by using simple random sampling. 45 management staff and 72 customers were selected from the company and (117) questionnaires were distributed. The finding reveals that 84.6% of the customers patronize the company product because it offers satisfaction and customer relation management strategy, coupled with high powered marketing skill. This study recommends that the company should focus on building commercial capabilities, increase their CRM strategy to ensure that they serve their customers better, while ensuring that they continue to be innovative in meeting the customers’ demands in a proactive manner for sustainable business capability, customer loyalty and retention.

Keywords: Marketing Strategies, Customers’ satisfaction, Management strategy, Nigerian bottling company.